Oregon Skier Profile and Economic Impact Analysis December  2012     Final  Report     Prepared  for:   Ski  Oregon     Prepared  by:   Community  Planning  Workshop     A  Program  of  the  Community  Service  Center     at  the  University  of  Oregon       ECONorthwest                 Special Thanks & Acknowledgements   This  project  was  funded  through  Ski  Oregon,  Travel  Oregon,  and  a  grant  from  the   U.S.  Department  of  Commerce,  Economic  Development  Administration  (EDA)  to   establish  a  University  Center  (EDAUC)  for  economic  development  at  the   University  of  Oregon.  The  EDAUC  is  a  program  of  the  Community  Service  Center   at  the  University  of  Oregon.   Community  Planning  Workshop  wishes  to  thank  the  following  individuals  for  their   assistance  with  this  project.   Amy Nyberg, Travel Oregon Brian Reed, OSIA President Karen Siegle, Ski Oregon Kevin Wright, Travel Oregon Michael Sturdevant, Travel Oregon Randy Rogers, Snowmystr Sports Scott Kaden, Pacific Northwest Ski Areas Association We also thank the managers and staff at all Oregon ski areas for their assistance in administering the survey. CPW Staff Robert Parker, AICP Director Madeline Phillips Becky Steckler, AICP ECONorthwest Staff Alec Josephson Tessa Krebs Jonathon Jubera Photo Credits Ski Oregon, Timberline, Bob Parker, Dylan Parker, Martin Heim About the UO EDC The  University  of  Oregon  Economic  Development  Center  is  a  partnership  between   the  Community  Service  Center,  the  Center  for  Sustainable  Business  Practices,  the   Sustainable  Cities  Initiative,  and  UO  faculty.  The  UO  Center  provides  technical   assistance  to  organizations  throughout  Oregon,  with  a  focus  on  rural  economic   development.  The  UO  Center  seeks  to  align  local  strategies  to  community  needs,   specifically  with  regards  to  building  understanding  of  the  benefits  of  sustainable   practices  and  providing  technical  training  to  capitalize  on  economic  opportunities   related  to  those  practices.  The  EDC  is  partially  funded  through  a  grant  from  the  U.S.   Department  of  Commerce,  Economic  Development  Administration.     Table of Contents   EXECUTIVE  SUMMARY  ....................................................................................................................  I   CHAPTER  1:  INTRODUCTION  ...........................................................................................................  1   BACKGROUND  ........................................................................................................................................  1   Purpose  and  Methods  ...................................................................................................................  2   ORGANIZATION  OF  THIS  REPORT  ................................................................................................................  3   CHAPTER  2:  THE  SKIING  AND  SNOWBOARDING  MARKET  ................................................................  5   THE  NATIONAL  SNOWSPORTS  MARKET  .......................................................................................................  5   DEMOGRAPHIC  TRENDS  ............................................................................................................................  6   SNOWSPORTS  PARTICIPATION  ....................................................................................................................  8   The  Pacific  Northwest  ....................................................................................................................  9   The  Oregon  Ski  Market  ................................................................................................................  10   KEY  FINDINGS  .......................................................................................................................................  12   CHAPTER  3:  CHARACTERISTICS  OF  OREGON  SKIERS  AND  SNOWBOARDERS  ...................................  13   DEMOGRAPHIC  CHARACTERISTICS  ............................................................................................................  13   PARTICIPATION  PATTERNS  .......................................................................................................................  17   Ability  Level  ..................................................................................................................................  18   Participation  Rates  .......................................................................................................................  19   KEY  FINDINGS  .......................................................................................................................................  24   CHAPTER  4:  SKIING  AND    SNOWBOARDING  IN  OREGON  ...............................................................  25   OVERALL  VISITATION  PATTERNS  ................................................................................................................  26   DAY  VISITOR  CHARACTERISTICS  ................................................................................................................  30   Travel  Characteristics  ...................................................................................................................  30   On-­‐Mountain  Activities  of  Day  Skiers  ..........................................................................................  32   DESTINATION  VISITOR  CHARACTERISTICS  ...................................................................................................  34   Visitation  patterns  of  destination  visitors  ....................................................................................  34   DESTINATION  SKIER  ACTIVITIES  .................................................................................................................  35   KEY  FINDINGS  .......................................................................................................................................  36   CHAPTER  5:  SKI  EQUIPMENT  SHOPPING  PATTERNS  .......................................................................  39   SHOPPING  PATTERNS  AND  ADVERTISING  ....................................................................................................  39   LOCATION  AND  TIMING  OF  EQUIPMENT  PURCHASE  ......................................................................................  40   KEY  FINDINGS  .......................................................................................................................................  45   CHAPTER  6:  ECONOMIC  IMPACT  ANALYSIS  ...................................................................................  47   ECONOMIC  IMPACT  TERMS  AND  DEFINITIONS  .............................................................................................  47   DIRECT  ECONOMIC  IMPACTS  ...................................................................................................................  48   Equipment  Expenditures  .............................................................................................................  50   Estimated  Day  Skier/Snowboarder  Expenditures  ........................................................................  50   Estimated  Destination  Skier/Snowboarder  Expenditures  ...........................................................  51   ECONOMIC  AND  FISCAL  IMPACTS  RESULTS  .................................................................................................  52   SKI  EQUIPMENT  MANUFACTURING  IN  OREGON  ............................................................................................  55   Key  Findings  .................................................................................................................................  57   CHAPTER  7:  PERCEPTIONS  OF  SUSTAINABILITY  .............................................................................  59   SKIER/SNOWBOARDER  PERCEPTIONS  .......................................................................................................  60   IMPORTANCE  OF  SUSTAINABILITY  .............................................................................................................  61   SUSTAINABLE  SLOPES  ............................................................................................................................  62   Implications  .................................................................................................................................  63   KEY  FINDINGS  ......................................................................................................................................  64   APPENDIX  A:  SURVEY  METHODOLOGY  .........................................................................................  65   SAMPLING  ..........................................................................................................................................  65   SURVEY  DEVELOPMENT  AND  ADMINISTRATION  ..........................................................................................  67   LIMITATIONS  .......................................................................................................................................  67   APPENDIX  B:  SURVEY  INSTRUMENT  .............................................................................................  69   APPENDIX  C:  ECONOMIC  IMPACT  METHODOLOGY  AND  SUMMARY  OF  RESULTS  ..........................  81   APPENDIX  E:  .................................................................................................................................  87     EXECUTIVE SUMMARY               Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  i   EXECUTIVE SUMMARY   This  report  presents  an  analysis  of  the  economic  impacts  of  the  Oregon   ski1  industry  for  the  2010-­‐11  season.  The  results  are  based  on  a  survey  of   874  skiers/snowboarders  at  Oregon  ski  areas  during  the  2011-­‐12  ski   season.  The  survey  gathered  a  broad  range  of  data,  including   participation  patterns,  shopping  patterns,  on-­‐  and  off-­‐mountain   expenditures,  and  ski  vacations.  ECONorthwest  completed  the  economic   impact  analysis  using  the  IMPLAN  model.     A  report  of  this  kind  has  not  been  completed  since  1989.  The  Community   Planning  Workshop’s  Oregon  Skier  Profile:  1988-­‐89  Season  estimated  the   industry  generated  $152  million  in  direct  economic  impact  with  about  1.5   million  skier  visits.  This  amount  would  be  the  about  $282  million  in  2012   dollars.2With  2010-­‐11  skier  visits  in  Oregon  reaching  1.9  million,  CPW   estimates  the  ski  industry  generates  $311  million  in  direct  economic   impact  and  a  total  economic  impact  of  $482  million.     Estimated Economic Impacts Total  economic  impacts  associated  with  the  Oregon  ski  industry  for  the   2010-­‐11  season  topped  $481.6  million,  including  direct  expenditures,   indirect  spending  (such  as  retail  or  equipment  purchases),  and  induced   economic  impacts  (including  personal  income).  The  Oregon  ski  industry   provides  an  estimated  6,772  jobs  and  over  $194.4  million  in  personal   income  (Table  1).     Table 1. Total economic impacts of the ski industry in Oregon, 2010-2011 season Sources:  ECONorthwest  using  IMPLAN  and  skier  expenditure  data  from  the  University  of   Oregon  Skier  Survey,  2010-­‐2011  ski  season.   Direct  expenditures  are  directly  tied  to  skier  visits  (e.g.,  visits  to  the   mountain),  with  the  average  skier  spending  $88.86  on  both  on-­‐  and  off-­‐ mountain  purchases  per  visit.  Indirect  economic  impacts  include  goods   and  services  purchased  by  businesses  that  accommodate  the  direct   spending  of  skiers  commonly  referred  to  as  “supply-­‐chain”  impacts.   Induced  impacts,  commonly  referred  to  as  “consumption-­‐driven”                                                                                                                             1  The  terms  “ski,”  “ski/snowboard,”  and  “snowsport”  are  used  interchangeably  to  talk   about  the  overall  snowsport  industry  and  people  that  participate  in  snowsports  in  this   report.   2  $152  million  (1989  dollars)  =  $281.71  million  (2012  dollars).     !"#$%&'()$*+,) !"#$#%&"'()*+)* ,-./#$01'2$"#%- 3#4/ -.&$/ (+/&0#/0), 56789:;<9<<< 8=> 58>69?7?9<<< 8=7 :9@@; 8=6 Page  |  ii       Community  Planning  Workshop   impacts,  include  those  economic  implications  of  individuals  gaining   purchasing  power  thus  inducing  more  spending.  Taken  together,  these   economic  impacts  total  $481.6  million.   Oregon  ski  areas  serve  both  day  and  destination  skiers;  those  who  drive   to  the  resort  and  ski  for  a  day,  returning  home  that  same  evening,  and   those  who  travel  to  a  ski  area  to  stay  one  or  more  consecutive  nights   away  from  home  for  the  purpose  of  participating  in  snowsports  over  the   course  of  those  days.     Day  visitors  to  Oregon  ski  areas  represent  approximately  78%  of  total   skier  visits  annually  while  destination  visits  account  for  approximately   22%  of  total  skier  visits  to  Oregon  ski  areas.  Based  on  the  number  of  total   skier/snowboarder  visits  (1.9  million)  during  the  2010-­‐11  season  and   the  average  visitation  of  the  Oregon  skiers,  CPW  estimates  day  visitors   represented  over  1.56  million  skier/snowboarder  visits.  Destination   visits  represented  just  over  403,000  skier  visits  during  the  2010-­‐11   season.     Of  the  $311.2  million  in  direct  revenue  generated  by  the  ski  industry,   approximately  $138.7  million  is  generated  by  day  skier  spending.    While   destination  skiers  account  for  only  22%  of  skier  visits,  they  generated  40%   of  direct  economic  impact—nearly  $123  million.  Destination  skiers  spend   considerably  more  per  person  per  day—about  $300  compared  to  $89   for  day  skiers.   Table 2. Estimated total direct ski spending, by expenditure category, 2010-2011 season Source:  University  of  Oregon  Skier  Survey,  2010-­‐2011  ski  season   Total  fiscal  impacts  of  the  Oregon  ski/snowboard  industry  in  2010-­‐11   were  just  under  $40  million.  Fiscal  impacts  include  business  taxes   incurred  during  production;  personal  income  taxes;  social  insurance   (employer  and  employee  contributions)  taxes;  and  various  other  taxes,   fines,  licenses,  and  fees  paid  by  businesses  and  households.     Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  iii   Approximately  52%  of  day  skiers’  spending  occurs  at  on-­‐mountain   locations.  Their  largest  expense  is  typically  purchasing  of  lift  tickets,  as   shown  in  Figure  1.  Destination  skiers  tended  to  focus  their  on-­‐mountain   spending  on  food,  retail,  and  other  items.     Figure 1. On-Mountain Expenditures of Day and Destination Skiers, 2010-11 Season Without  significant  base  area  development  in  Oregon,  visitation  tends  to   spur  economic  corridors  along  travel  routes  from  population  centers.  Day   skiers  reported  spending  nearly  36%  of  their  off-­‐mountain  expenditures   on  transportation  as  the  average  Oregon  skier  or  snowboarder  travels   roughly  68  miles  to  the  ski  area  by  car.  Destination  skiers  generate  more   total  expenditures  off  the  mountain  on  services  that  support  the  ski   industry.  Their  largest  expense  is  typically  lodging  (42%)  with  both   transportation  costs  (18%)  and  meals  (18%)  accounting  for  the  majority   of  their  off-­‐mountain  spending.  CPW  estimates  that  destination  skiers   spend  nearly  three  times  as  much  as  day  skiers,  per  person.   Figure 2. Off-Mountain Expenditures of Day and Destination Skiers, 2010-11 Season   !""#$#%&'() *+,) -.'/012) 3,) 4&5)6&7(./2) 8+,) 9(&)27:""1) 3,) -./0&1)2:";) +,) ,) -.'/012) 3,) 4&5)6&7(./2) ?=,) 9(&)27:""1) +,) -./0&1)2:";) 8,) $,()$,()18-$,()$."#9$ !"#$%&'()*+,'&(-,). /01. !,,2%3#4#'(5#*. 671. 8#)&($.#9":+;#)&. <=1. >)&#'&(:);#)&. )&#'&(:);#)&. ?1. JF:.#9":+;#)&. 61. !"#$%&'()*+,'&. '9?#&@ 02/1:-/<0:4555555 -37 ABBC$$'+#C$ ;/00./6.3455555555 0.7 DC&9*>$ 0/<6-/32;455555555 67 /&#"* 01234521678999999 :66; /&#"*9<=>$.?@#A'$+   Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  v   Manufacture  of  snowsports  equipment  makes  significant  economic   contributions,  but  estimating  the  economic  impacts  is  difficult.  The   Oregon  Business  Plan  identifies  the  Athletic  and  Outdoor  Industry  as  a   robust  and  promising  business  cluster  in  the  state  of  Oregon.  Athletic   &Outdoor  Gear  and  Apparel  encapsulates  equipment  needed  for   participation  in  a  variety  of  outdoor  sports,  including  skiing  and   snowboarding.  Twenty-­‐seven  member  companies  of  Snowsports   Industries  of  America  are  based  or  have  locations  in  Oregon,  in  addition   to  high-­‐profile  brands  such  as  Nike,  Adidas,  and  Columbia  who  each   contribute  enormously  to  the  snowsports  market.  Oregon’s  Athletic  &   Outdoor  Gear  and  Apparel  cluster  is  comprised  of  over  300  firms,   employing  over  14,000  Oregonians.  Additionally,  the  cluster  captures   about  3,200  self-­‐employed  individuals  with  sales  totaling  approximately   $100  million  annually.3  Data  cannot  be  disaggregated,  however,  to  derive   conclusive  information  regarding  economic  impact  of  the  companies   represented  by  this  cluster  specifically  for  snowsports-­‐related   manufacturing.  For  this  reason,  the  economic  values  captured  by  this   study  are  based  on  direct,  indirect,  and  induced  economic  activity  as   reported  by  respondents  and  the  modeled  implications  of  their  activity.   Additional  study  of  Oregon-­‐based  snowsport  product  manufacturers  is   necessary  to  accurately  ascertain  the  true  impact  of  manufacturing  on   the  economy  of  Oregon.   Snowsports Industry Trends Snowsports  have  developed  into  a  strong  recreational  industry  in  the   United  States  over  the  past  seventy-­‐five  years,  and  have  gained  particular   notoriety  in  the  Pacific  Northwest.  Reporting  60.5  million  skier  visits   nationally  in  2010-­‐11,  the  National  Ski  Area  Association  noted  2010-­‐11  as   a  record  season.  Snowsports  participation  in  the  Pacific  Northwest   accounted  for  an  estimated  7%  of  national  visits.  Snowsports  Industries   of  America  (SIA)  reports  11.5  million  skiers  and  snowboarders   participated  during  the  2010-­‐11  season,  while  an  additional  10  million   individuals  consider  themselves  skiers  but  did  not  participate  during  that   season.  A  higher  rate  of  growth  was  experienced  in  the  Pacific  Northwest   region  as  compared  to  other  regions  of  the  country,  posting  a  nearly  4%   increase  in  skier  visits  from  the  2009-­‐10  season.     Despite  a  rosy  outlook  when  reviewing  current  skier  visit  and  economic   trends,  the  ski  and  snowboard  population  is  aging  without  a  substantial   base  of  new  skiers  and  snowboarders  to  fill  their  boots.  NSAA  reports  that   beginner  skiers  and  snowboarders  are  in  short  supply,  while  the  National   Sporting  Goods  Association  notes  significant  decline  of  youth   participation  in  snowsports.  Respondents  captured  in  this  study   exhibited  similar  characteristics  as  national  studies;  more  than  half  of   skiers  reporting  having  over  20  years  of  snowsport  experience.  Seventy-­‐                                                                                                                           3  Cortright,  Joseph.  Impresa  Economics,  “Athletic  and  Outdoor  Industry  Cluster:  A  White   Paper”  2010.   Page  |  vi       Community  Planning  Workshop   five  percent  of  respondents  indicated  that  they  were  intermediate,   advanced,  or  expert  skiers.   Though  the  Pacific  Northwest  sees  a  higher  percentage  of  snowboard   visits  than  other  regions  of  the  country,  NSAA  reports  the  snowboarding   boom  has  ended  with  snowboard  participation  growth  leveling  off.   Snowboarding,  however,  remains  a  “gateway”  for  new  participants  to   snowsports,  encouraging  newcomers  to  enjoy  the  snow  on  a  variety  of   different  planks.  In  Oregon,  skiing  remains  the  most  common  snowsport   respondents  participated  in  during  the  2010-­‐11  season  (61%),  with   snowboarding  (38%),  and  snowshoeing  (18%)  remaining  popular  as  well.   Twenty-­‐two  percent  of  respondents  indicated  being  beginner   snowboarders,  while  28%  of  respondents  were  beginner  cross-­‐country   skiers.   SIA  reports  that  during  the  2010-­‐11  season  nearly  24%  of  skiers  also  rode   a  snowboard.  Of  skiers  surveyed  by  SIA,  11%  also  telemark,  18%  of  skiers   also  cross  country  ski,  and  16%  also  snowshoe.  Oregon  respondents,  on   average,  participated  in  two  different  disciplines  of  snowsports,  with   some  participating  in  up  to  seven  different  snowsports.  The  crossover  of   snowsports  has  begun  to  blossom  with  the  proliferation  of  twin-­‐tip,   reverse  cambered  skis  and  snowboards  and  interest  in  alternative   backcountry  experiences  such  as  snowshoeing  and  cross-­‐country  skiing.   To  add,  skiers  are  exploring  the  backcountry,  accessible  from  75%  of  the   Pacific  Northwest’s  ski  areas.  Touring  equipment  for  skis,  particularly   boots  and  bindings,  saw  a  126%  and  95%  increase,  respectively,  from  the   previous  year’s  sales.  Nearly  29%  of  respondents  spent  at  least  one  day   backcountry  skiing  or  snowboarding  during  the  2010-­‐11  season,  8%   skiing  more  than  10  days  on  non-­‐lift  served  terrain.   February  is  the  most  popular  month  to  ski  or  snowboard  in  Oregon.  The   average  skier/snowboarder  spends  5.2  hours  on  snowsports  per  snow   activity  day.  More  than  half  (52%)  of  respondents’  ski  visits  occurred  on   weekends,  and  nearly  half  of  respondents  noted  skiing  and  snowboarding   with  friends.   Larger  resorts  in  Oregon  still  draw  crowds.  Mt.  Hood  Meadows  was  the   most  commonly  visited  ski  area  by  respondents  (62%),  followed  closely  by   Mt.  Bachelor  (59%),  though  Mt.  Bachelor  garnered  the  most  (38%)  of   votes  for  favorite  destination  in  Oregon.       Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  vii   Table 4. Fast Facts about Oregon Skiers Fast  facts  about  Oregon  Skiers   Average  Distance  Traveled  (one  way)   68  miles   Average  Days  Skied  by  Season  Pass  Holders   20   Average  Days  skied  by  Non-­‐Season  Pass  holders   6   Median  Age  of  Respondent   40   Percent  who  Own  Equipment   91%   Average  Household  Income   $    91,228   Marital  Status     Married   62%   Single   38%   Professional   28%   Typical  Occupations     Self-­‐employed   11%   Student   10%   Earned  a  college  degree  or  higher   67%   Percent  holding  more  than  1  season  pass  in   Oregon   9%   Note:  the  age  of  survey  respondents  ranged  from  9  to  82  years     Conclusion Oregon  ski  areas  provide  a  unique  experience.  The  distinctive  nature  of   the  Southern  Cascades,  both  in  dramatic  weather  patterns  and  stately   beauty,  make  for  deep  snow  cycles  and  guarantee  one  of  the  longest  ski   seasons  in  the  nation.    Unlike  ski  areas  in  other  parts  of  the  country,   Oregon  skiing  has  retained  its  traditional  sense  of  place  and  purpose,   remaining  dedicated  to  the  adventure  of  outdoor  winter  recreation.  In   the  absence  of  base  area  development,  Oregon’s  ski  industry  can  still   claim  mountains  and  snow  conditions  as  its  primary  products.  Set  apart   from  ski  experiences  in  the  Rockies  or  the  Northeast,  Oregon  remains   true  to  its  roots,  as  a  brand  of  skiing  all  its  own.   The  ski  industry  is  a  significant  economic  driver  of  the  Oregon  travel  and   recreational  economy  contributing  to  local,  statewide,  and  regional   markets.  Beyond  revenue,  ski  areas  support  local  economies  by  providing   employment  opportunities,  while  drawing  visitors  from  great  distances  to   support  associated  secondary  and  tertiary  businesses.  This  report  is  not   intended  as  a  marketing  strategy  for  Oregon  ski  areas,  but  rather  provides   data  regarding  the  measurable  impact  that  skiing  makes  on  Oregon’s   economy  as  well  as  data  that  are  useful  to  develop  marketing  strategies.   The  results  of  the  survey  and  economic  impact  analysis  make  clear  that   the  ski  industry  is  a  valuable  asset  that  has  significant  potential  to  add   value  to  Oregon’s  already  rich  outdoor  recreational  market.   CHAPTER 1: INTRODUCTION               Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  1   CHAPTER 1: INTRODUCTION   This  report  presents  an  analysis  of  the  economic  impacts  of  the  Oregon   ski  industry  for  the  2010-­‐11  season.  The  results  are  based  on  a  survey  of   874  skiers/snowboarders  at  Oregon  ski  areas  during  the  2011-­‐12  ski   season.  The  survey  gathered  a  broad  range  of  data,  including   participation  patterns,  shopping  patterns,  on-­‐  and  off-­‐mountain   expenditures,  and  ski  vacations.  ECONorthwest  completed  the  economic   impact  analysis  using  the  IMPLAN  model.     Background In  2010,  nearly  21.2  million  Americans  identified  themselves  as  skiers  or   snowboarders,  however  almost  10.5  million  more  did  not  participate  that   season  but  still  considered  themselves  skiers  or  snowboarders.4  With  60.5   million  skier  visits  recorded  nationally  in  2010,  1.9  million  of  those  in   Oregon  alone  (Kottke  Report,  2011),  snowsports  participation  rates   continue  to  grow.  The  snowsports  industry,  in  kind,  has  maintained   growth  despite  the  economic  downturn.  Despite  this  somewhat   encouraging  news,  other  factors  such  as  skier  age,  new  skiers,  and  lessons   suggest  the  industry  faces  challenges  in  the  near-­‐term  future.   Skiing  in  Oregon  can  be  traced  as  far  back  as  1926,  stemming  primarily   from  immigrants  of  Norwegian  heritage.5Historians  credit  the  publicity   and  nation-­‐wide  reach  of  the  first  North  American  Winter  Olympics  1932   at  Lake  Placid,  New  York  with  the  popularization  of  recreational  downhill   skiing  in  North  America.6  The  construction  of  the  Timberline  Lodge  not   more  than  five  years  later  in  1937  on  Mt.  Hood  solidified  skiing’s  place  in   Oregon’s  cultural  history.  The  installation  of  Oregon’s  first  ski  lift  at   Anthony  Lakes  in  1938  would  mark  the  beginning  of  an  era  of  ski  area   growth  in  Oregon  that  paralleled  nationwide  expansion  of  ski  areas  into   the  early  1980s.  The  ski  industry  would  continue  to  grow,  generating  an   average  of  about  52  million  skier  visits  annually  throughout  the  nation  by   the  year  2000,  the  Pacific  Northwest  alone  capturing  an  average  of   approximately  3.6  million  of  those  skier  visits  annually.  During  the  2010-­‐ 11  season,  Oregon  skier  visits  represented  just  over  3%  of  skier  visits   nationally.   Nearly  90%  of  ski  areas  in  the  western  United  States  are  operated  on   public  land  under  special  use  permits  from  the  USDA  National  Forest   Service  (USDA-­‐FS).  In  Oregon,  eleven  out  of  twelve  resorts  open  during   the  2010-­‐11  season  operated  on  17,048  acres  of  public  land  administered                                                                                                                             4  Snowsports  Industries  of  America,  “SIA  Executive  Summary”  2011,  P.5.   5  Grauer,  Jack.  Mount  Hood:  A  Complete  History:  Exciting  Story  of  America's  Most-­‐Climbed   Mountain.  S.l.:  Grauer,  1975.  Print.   6  New  England  Ski  Museum,”  http://www.skimuseum.org/page.php?cid=doc109;  Dawson,   Louis.  “Chronology  of  North  American  Ski  Mountaineering  and  Backcountry  Skiing,”   http://www.wildsnow.com/chronology/timeline_table.html. Page  |  2       Community  Planning  Workshop   by  the  USDA-­‐FS.  Without  land  exchanges  that  enable  ski  areas  to  build   and  develop  on  privately  held  “fee  simple”  land,  there  are  few   opportunities  for  base  area  development  at  Oregon  ski  areas.  As  a  result   of  this  alternative  pattern  toward  ski  area  land  use,  ski  areas  in  Oregon   often  spur  corridor  development  according  to  day  use  travel  patterns.   Communities  such  as  Oakridge,  Bend,  Sandy,  Hood  River,  Baker  City,  and   others  provide  “gateways”  to  Oregon  ski  areas,  influencing  a  diffusion  of   skier  dollars  to  businesses  either  in  these  population  centers  or  on  routes   to  the  ski  area.   Purpose and Methods It  has  been  more  than  two  decades  since  the  last  comprehensive   economic  impact  assessment  of  the  Oregon  ski  industry.7More  recent   studies  have  addressed  the  supply  of  snowsports  opportunities  in  the   Pacific  Northwest,8  while  other  studies  such  as  the  Kottke  End  of  Year   Survey  account  for  demand  of  skiing  in  the  state  on  an  annual  basis.9   Though  relevant,  results  of  existing  studies  often  focus  on  regional-­‐level   data,  without  providing  enough  differentiation  of  the  Oregon  snowsports   market.     By  contrast,  this  study  draws  on  regional  and  national  information   context  for  results  specific  to  Oregon.  To  provide  information  unique  to   Oregon,  this  study  documents  the  participation  trends,  purchasing   behaviors,  preferences,  and  perceptions  of  Oregon  skiers  and   snowboarders.  The  purpose  of  this  report  is  to:   • Provide  a  snapshot  of  Oregon  skier/snowboarder  demographics   • Describe  participation  trends     • Summarize  visit  characteristics,  media  resources/influences,  and   expenditure  patterns   • Analyze  direct,  indirect,  and  induced  economic  impacts  of   snowsports  in  Oregon  in  terms  of  total  receipts,  employment,   payroll,  and  taxes   • Analyze  perceptions  of  ski  areas  in  Oregon  as  they  relate  to   sustainability   The  foundation  of  this  study  was  a  survey  of  874  skiers/snowboarders   during  the  2011-­‐12  season.  Table  1-­‐1  summarizes  responses  by  the  resort   most  frequently  visited  by  the  respondent.                                                                                                                               7  Many  of  these  studies  were  completed  by  the  Community  Planning  Workshop,  including   Oregon  Ski  Economics  (1987-­‐88  Season,  1991-­‐92)  and  the  Oregon  Skier  Profile,  1988-­‐89   season.   8  Snowsports  Industries  of  America,  SIA  Intelligence  Report,  2011.   9  National  Ski  Areas  Association,  Kottke  End  of  Year  Report,  2011.   Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  3   Table 1.1. Survey responses by ski area most frequently visited Note:  842  of  the  874  survey  respondents  answered  this  question.  Data  from  the  2011-­‐12   season  were  not  available  at  the  time  this  report  was  completed.  Warner  Canyon  did  not   operate  during  the  2011-­‐12  season.    NR  =  not  reported   Organization of this Report The  remainder  of  this  report  is  organized  as  follows:   • Chapter  2  describes  national  and  regional  trends  of  the   snowsports  industry  related  to  participation  and  expenditures.     • Chapter  3  details  the  characteristics  of  Oregon  skiers  and   snowboarders.     • Chapter  4  describes  characteristics  of  Oregon  ski  visits,  both  of   day  and  destination  skiers  and  snowboarders.     • Chapter  5  provides  information  regarding  ski-­‐related   expenditures  including  shopping  patterns  and  media  influences.     • Chapter  6  extrapolates  the  direct,  indirect,  and  induced  economic   impacts  generated  by  the  snowsports  industry  in  Oregon  using  an   IMPLAN  model.   • Chapter  7  discusses  the  perceptions  Oregon  skiers  and   snowboarders  have  of  the  role  of  Oregon  ski  areas  as  it  relates  to   sustainability.      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age  |  4       Community  Planning  Workshop   This  study  also  contains  the  following  appendices:   • Appendix  A:  Survey  Methodology  describes  the  process  CPW   used  to  develop  and  administer  the  survey  and  the  sampling   methods.   • Appendix  B:  Survey  Instrument  presents  a  copy  of  the  survey   instrument.     • Appendix  C:  Economic  Impact  Methods  describes  the  methods   ECONorthwest  used  to  estimate  economic  impacts.   • Appendix  D:  Transcript  of  Survey  Comments  presents  comments   respondents  provided  to  open-­‐ended  survey  questions.         CHAPTER 2: THE SKIING MARKET           Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  5   CHAPTER 2: THE SKIING AND SNOWBOARDING MARKET   The  snowsports  industry  is  defined  as  all  establishments  that  generate   revenue  through  snowsports  or  snowsport  related  activities.  Using  this   definition  the  snowsports  industry  includes:   • Ski  areas   • Snowsports  specialty  shops   • Support  services   • Ski  area  suppliers   • Snowsports  equipment  manufacturers     • Affected  state  and  federal  agencies   Each  of  these  establishments  are  tied  to  ski  industry  activity  in  direct  or   indirect  ways.  The  industry  as  a  whole  can  be  understood  as  the  “supply-­‐ side”  of  the  skiing  market,  providing  goods  and  services  to  those  who   participate  in  snowsports.  Skiers  and  snowboarders  represent  the   demand-­‐side  of  the  market  as  the  consumers  of  these  goods  and  services.   The  skiing  market  exists  where  supply  intersects  demand.10   Data  are  collected  by  a  number  of  national-­‐level  organizations  regarding   the  size,  nature,  and  character  of  the  snowsports  industry.  National  and   regional  level  data  provide  context  and  an  understanding  of  trends  in   both  the  ski  industry  and  skier/snowboarders  populations  beyond  the   state  of  Oregon.  An  overview  of  the  snowsports  market  provides  valuable   information  affecting  trends  in  snowsports  at  a  regional  and  state  level.   The National Snowsports Market The  snowsports  market  accounts  for  a  significant  share  of  the  recreation   industry  in  the  United  States.  Snowsports  activities  have,  over  the  last   half-­‐century,  created  a  unique  industry  of  goods  and  services  that  reach   21.5  million  Americans  (approximately  7%  of  the  population  of  the  U.S.).11   Recreation  remains  a  national  past  time,  supported  by  public  lands   managed  by  the  USDA-­‐FS  and  other  federal  entities.  Based  on  data   collected  by  the  most  recent  U.S.  Economic  Census,  the  recreation   industry  grew  by  33%  between  2002  and  2007.12  Growth  by  the   snowsports  industry  has  been  more  modest,  averaging  about  2%  growth   in  sales13  and  1%  growth  in  skier  visits  over  the  last  decade.14  Growth  in                                                                                                                             10  Community  Planning  Workshop.  “Oregon  Skier  Profile:  1988-­‐89  Season”  1989.   11  SIA  Snowsports  Intelligence  Report,  2011,  p2.   12  U.S.  Census,  EC0200CBDG1  Core  Business  Statistics,  2002;  EC0771A1  Geographic  Area   Series,  2007.   13  Snowsports  Industries  of  America,  “SIA  Snowsports  Fact  Sheet.”  Accessed  25  June  2012.   http://www.snowsports.org/SuppliersServiceProviders/ResearchSurveys/SnowSportsFact Sheet/.     14  NSAA,  2011,  Based  on  Table  6,  p.15. Page  |  6       Community  Planning  Workshop   visitation  was  experienced  in  all  regions  of  the  country,  most  notably  in   the  Pacific  Northwest  (3.9%  growth  in  skier  visits).15   Recreation  use  accounts  for  nearly  94%  of  all  visits  to  national  forests  in   the  U.S.  According  to  the  USDA-­‐FS,  Just  over  19%  of  visits  to  national   forests  and  wilderness  areas  are  for  the  purpose  of  downhill  or  cross-­‐ country  skiing.16  For  many,  snowsports  such  as  skiing  and  snowboarding   are  the  primary  outdoor  recreational  opportunities  during  the  winter   months.     The  snowsports  industry  continues  to  grow.  Snowsports  sales  hit  an  all-­‐ time  high  of  $3.295  billion  during  the  2010-­‐11  season.17  Among  retailers,   specialty  shops  maintain  the  largest  share  of  the  market,  which  sold   nearly  $2  billion  in  snowsports  products  during  the  2010-­‐11  season.   Internet  sales  continue  to  challenge  chain  stores  for  the  remainder  of  the   retail  market,  with  Internet  sales  edging  out  chain  stores  by  about  $28   million.18  These  values  represent  an  average  of  8%  increase  in  units  sold,   and  a  13%  increase  in  revenue  over  the  2009-­‐10  season.   Demographic trends Analysis  of  national  skier  and  snowboarder  demographics  provides  a   profile  of  the  average  American  snowsports  participant.  The  most  recent   National  Ski  Area  Association  demographic  profile  suggests  that  the   average  age  of  snowsports  participants  is  increasing,  reporting  the   median  age  of  participants  as  37  (up  from  32  in  1997-­‐98).  About  46%  of   skiers  and  snowboarders  are  under  the  age  of  35.  The  median  age  of   alpine  skiers  alone  has  risen  over  the  past  decade  from  40  to  43  years  old   (NSAA,  2010).     As  shown  in  Figure  2-­‐1,  the  largest  growth  of  any  age  bracket  has   occurred  in  skiers  and  snowboarders  age  45-­‐54  over  the  past  decade,   with  a  significant  decline  of  participants  age  15  to  34.  NSGA’s  analysis  of   youth  participation  in  snowsports  shows  a  decline  over  the  last  decade  of   approximately  28%  among  all  participants  under  17,  with  a  notably   greater  decline  in  participants  between  the  age  of  12  to  17.19                                                                                                                             15  NSAA,  2011,  p.17.   16  National  Forest  Service,  “National  Visitor  Use  Monitoring  Report,”  Fiscal  Year  2009,  p.  9-­‐ 17.   17  SIA,  2011,  p.  8.   18  Internet  represents  about  $652  million  and  chain  stores  represent  about  $624  million  in   retail  sales.  Snowsports  Industries  of  America  “SIA  Intelligence  Report”  p.8.   19  National  Sporting  Goods  Association,  as  referenced  in  “2010-­‐1014  SCORP:  Appendix  B  –   Outdoor  Industry  Trends”   http://www.emnrd.state.nm.us/PRD/scorp/documents/AppendixB-­‐ OutdoorRecreationIndustryTrends.pdf   Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  7   Figure 2-1. National age distribution change of snowsport participants, 2000-2010 Source:  National  Ski  Areas  Association,  2010.   Parallel  to  the  increase  in  average  skier  age,  the  average  years  of   experience  in  snowsports  continues  to  rise.  Skiers  report  having  20  years   of  experience  or  more  has  grown  from  34%  in  2002  to  nearly  43%  in   2010.20  By  contrast,  those  skiers  and  snowboarders  who  report  being  new   to  the  sport  or  having  less  than  four  years  of  experience  has  declined   (slightly  less  so  in  snowboarding  than  in  skiing).  Rates  of  new  skiers  in   lessons  reflect  a  similar  trend.   Skiing  and  snowboarding  attracts  more  men  than  women,  alpine  ski   participants  maintaining  a  60%  male,  40%  female  split.  Snowboarding   attracts  closer  to  a  66%  male  34%  female  split.21  This  ratio  has  remained   constant  over  the  past  decade.22  This  proportion  is  consistent  with  USDA-­‐ FS  outdoor  recreation  participation  gender  ratios.23   Snowsports  Industries  of  America  (SIA)  2010  Snowsports  Intellegence   Report  states  that  about  10%  of  skiers  are  Latino,  about  12%  are  Pacific   Islander,  with  individuals  of  African  American  descent  representing   another  5%.24  The  highest  levels  of  racial  diversity  in  the  ski  industry  exist   in  the  Pacific  Southwest,  the  Southeast,  and  the  Pacific  Northwest.25   Economically,  snowsports  participants  tend  to  be  fairly  affluent,  with  62%   skiers  have  a  household  income  that  exceeds  $75,000.26  Only  25%  of                                                                                                                             20  NSAA,  2010,  p.29   21  SIA,  p.  28   22  NSAA,  2010,  p.12.   23  National  Forest  Service,  “National  Visitor  Use  Monitoring  Report,”  2009.  P.10,   24  SIA  p.  32,   25  NSAA,  2010,  p.13.   26  SIA  p.  31. -4% -3% -2% -1% 0% 1% 2% 3% 4% 0% 5% 10% 15% 20% 25% 9 and Under 10-14 15-17 18-24 25-34 35-44 45-54 55-64 65 and Over 2000 2010 % Change (2000-2010) Page  |  8       Community  Planning  Workshop   skiers  report  household  incomes  of  $50,000  or  less.27  Snowsports   participants  also  tend  to  be  well-­‐educated.  Approximately  56%  of  skiers   have  received  a  Bachelor’s  Degree  or  higher.   Snowsports Participation Participation  in  snowsports  has  maintained  growth  at  the  national  level.   Skier  visits  nationally  have  fluctuated  over  the  last  decade,  experiencing  a   low  during  the  2001-­‐02  season  of  approximately  54.4  million  skier  visits   and  an  all-­‐time  high  in  both  2007-­‐08  and  2010-­‐11  of  60.5  million  skier   visits.  According  to  the  preliminary  2011-­‐12  Kottke  End  of  Season  Survey,   the  U.S.  ski  industry  experienced  its  most  challenging  season  since  1991-­‐ 92,  when  50.8  million  visits  were  recorded.  The  2011-­‐12  season  was  also   marked  by  the  lowest  national  average  resort  snowfall  since  1991-­‐92,  the   second-­‐lowest  snowfall  in  21  years  of  available  data.28   Similarly,  the  National  Sporting  Goods  Association  reported  growth  in  the   snowsports  industry  through  the  2010-­‐11  season.  With  only  twelve  sports   showing  positive  participation  trends,  both  alpine  skiing  and   snowboarding  reported  increased  participation  since  2006.29  Alpine  skiing   grew  nearly  16%  while  snowboarding  reported  a  17%  increase  in   participation.  In  a  separate  category  of  NSGA’s  research  of  “smaller   sports”  (under  10  million  participants),  cross-­‐country  skiing  increased  in   popularity  19.5%  to  reach  nearly  two  million  participants  nation-­‐wide.   During  the  2009-­‐10  season,  the  average  skier  skied  7.4  days.30  Of  the  11.5   million  active  skiers  in  America,  nearly  9.2  million  reported  skiing  two   days  or  more,  with  nearly  2.7  million  skiing  nine  days  or  more.  Nearly  8.2   million  Americans  participated  in  snowboarding  in  2009-­‐10,   approximately  6.9  million  boarded  at  least  two  days,  2.7  million  boarded   nine  days  or  more.31   Beyond  the  21  million  Americans  participating  in  snowsports  during  the   2010-­‐11  season,  an  additional  10  million  Americans  identify  as  skiers.32   This  group  can  be  considered  a  pool  of  “potential”  skiers,  as  their   identification  suggests  they  wish  to  participate  again.  Season  passholders   nationally  tallied  an  average  of  32  days  on  snow;  approximately  88%  of   these  visits  are  captured  by  the  pass  holding  resort.33   Snowsports  participants  often  cross  disciplines.  According  to  information   collected  by  SIA,  the  proliferation  of  reverse-­‐cambered,  wide  skis   attracted  nearly  one  third  of  snowboarders  to  skiing  in  2010.  Conversely,                                                                                                                             27  NSAA,  2010,  p.14.   28  http://www.nsaa.org/nsaa/press/1112/2012-­‐Kottke-­‐Prelim.pdf   29  Bruce  Hammond,  Director  of  Marketing  &  Communications  “NSGA  Sports  Participation   in  2010  Survey  Released”  June  9,  2011,   http://www.nsga.org/i4a/pages/index.cfm?pageID=4492.   30  SIA,  2011  p.25.   31  SIA  2011,  p.100.   32  SIA  Intelligence  Report  Executive  Summary,  p.  3.   33  NSAA,  2010,  p.  37.   Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  9   about  24%  of  skiers  also  rode  a  snowboard  in  2010.  Of  alpine  skiers   surveyed,  11%  also  telemark,  18%  of  skiers  also  crosscountry  ski,  and  16%   also  snowshoe.34  Though  snowboarding  still  provides  “gateway”   opportunities  to  bring  newcomers  to  snowsports,  only  conservative   growth  has  been  experienced  in  recent  years,  maintaining  popularity   mostly  in  individuals  younger  than  34.35  As  of  2011  snowboarding  has   plateaued  at  the  national  level,  and  has  “trended  down  over  the  past   three  to  four  seasons”  in  the  Pacific  Northwest.36   Skiers  are  seeking  snow  experiences  beyond  the  boundaries  of  the  ski   area,  namely  in  the  backcountry.  SIA  reports  nearly  22%  of  skiers  visiting   the  backcountry  during  the  2010-­‐11  season,  predominately  immediately   adjacent  to  ski  area  boundaries.37  Sales  of  backcountry  boots  and  bindings   skyrocketed  in  2010-­‐11,  posting  a  126%  and  95%  increase,  respectively,   from  last  year’s  sales.38   Finally,  Skiers  and  snowboarders  are  taking  fewer  destination  trips  to   participate  in  snowsports.  Though  the  day  to  overnight  visitation  mix   remains  constant  nationally  at  49%  day  visitors  and  50%  overnight  visitors   nationally,  the  number  of  destination  visitors  has  dropped  in  terms  of   overnight  “paid  accommodations.”       The Pacific Northwest The  Pacific  Northwest’s  unique  geography  of  significant  vertical  relief  and   intense  snow  events  makes  for  a  lengthy  snowsport  season  and  ample   recreational  opportunity.  Host  to  both  year-­‐round  and  seasonal   recreational  opportunities,  the  Pacific  Northwest  region’s  four-­‐year   average  season  lasted  133  days,  with  select  ski  areas  remaining   operational  for  snowsports  year-­‐round.  Between  the  2007-­‐08  and  2010-­‐ 11  seasons,  the  region  experienced  a  four-­‐year  average  of  just  over  450   inches  of  snow,  the  highest  in  the  nation.39   The  Pacific  Northwest  had  its  third-­‐best  season  in  16  years  in  2010-­‐11,   reporting  nearly  4.04  million  skier  visits,  up  from  its  3.63  million  skier  visit   average  by  about  11%.  Snowsports  participation  in  the  Pacific  Northwest   accounted  for  an  estimated  7%  of  the  total  skier  visits  in  2010-­‐11.40   Typically  advanced-­‐ability  skiers,  ski  area  patrons  of  the  Pacific  Northwest   have  historically  skied  “close  to  home,”  participating  in  skiing  and   snowboarding  within  their  home  region.  According  to  the  latest  National   Ski  Area  Association  Demographic  report  of  the  2009-­‐10  season,  day  ski   visits  were  up  in  in  the  Pacific  Northwest.41  Day  skiers  contribute  the                                                                                                                             34  SIA  Snowsports  Participation  Survey  from  the  Physical  Activity  Council  Study  2009-­‐2010,   p.29.   35  NSAA,  p.  35.   36  NSAA,  Kottke  End  of  Year  Survey,  p.  37.   37  SIA  2011,  p.37   38  SIA  2011,  p.185   39  NSAA,  2011,  p.  20.   40  NSAA,  2011,  p.14.   41  NSAA  Demographic  Report,  p.  22. Page  |  10       Community  Planning  Workshop   largest  share  of  skier  visits  in  the  Pacific  Northwest,  representing  nearly   84%  of  total  visitation.   Just  over  37%  of  skiers  and  snowboarders  visit  Pacific  Northwest  ski  areas   on  weekdays,  while  the  remaining  63%  typically  visit  on  weekends  and   holidays.42  The  Pacific  Northwest  region  saw  just  under  16%  of  skier  visits   contributed  by  destination  skiers  during  the  2010-­‐11  season;  this  was  the   highest  share  of  destination  skiers  in  the  Pacific  Northwest  in  the  past  five   years.     Pacific  Northwest  resorts  offer  a  variety  of  additional  snowsports   opportunities.  Nearly  16%  of  skier  visits  in  the  Pacific  Northwest  are   attributable  to  night  skiing  activities.43  Many  ski  areas  in  the  region   incorporate  cross-­‐country  skiing,  snowshoeing,  and  tubing  into  their   area’s  activity  list.  Nine  of  Oregon’s  operating  ski  areas  have  night  skiing   opportunities.  Approximately  75%  of  ski  areas  in  the  Pacific  Northwest   allow  backcountry  access,  the  highest  ratio  in  the  nation.44  Many  ski  areas   provide  access  via  specified  backcountry  gates  and  trailhead  access   points.   Season  passholders  have  increased  their  market  share  of  total  visits.45   Pacific  Northwest  ski  areas  sell  on  average  a  total  of  13,670  season  passes   annually.46  Season  pass  holder  visits  account  for  nearly  52%  of  skier  visits.   At  the  national  level,  season  pass  holders  average  11  days  of  skiing.   Youth  under  17  years  of  age  account  for  approximately  32%  of  skier  visits   in  the  Pacific  Northwest,  comprising  over  half  of  visits  at  smaller  resorts.47   Larger  resorts  tend  to  have  a  smaller  representation  of  youth   participants.   Only  about  4.7%  of  revenue  generated  by  Pacific  Northwest  ski  areas  is   attributed  to  non-­‐winter  operations.  This  is  significantly  less  than  the   average  across  the  nation  of  8.9%  of  revenue  from  non-­‐winter   operations.   The Oregon Ski Market Recreation  accounts  for  about  14%  of  all  day  trips  and  9%  of  all  overnight   trips  taken  in  the  state  of  Oregon.48  Earnings  at  the  state  level  recovered   from  a  three-­‐year  low  to  reach  $315.2  million  in  revenue  attributable  to   arts,  entertainment,  and  recreation  in  2011.  The  state  saw  an  additional                                                                                                                             42  NSAA  Kottke  Report,  p.  32.   43  NSAA,  2011,  p.  47.   44  NSAA  Kottke  Report,  p.  71.   45  NSAA,  p.  29.   46  NSAA,  p.  59   47  NSAA,  2011,  p.  41.   48  Travel  Oregon.  “Oregon  Travel  Study,”  State,  Regional,  and  County  Detail  Estimates:   1991  -­‐  2011p,  Dean  Runyan  Associates.   Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  11   $226.7  million  in  retail  activity  during  2011.49  Visitors  traveling  to  Oregon   make  a  significant  contribution  to  the  state’s  economy.     Oregon’s  winter  travel  economy  is  limited  primarily  to  mild-­‐weather   coastal  attractions  and  snowsports  throughout  the  Southern  Cascade   Range.  Skiing  and  snowboarding  have  been  the  primary  drivers  of  the   snowsports  economy  in  Oregon  and  North  America  for  the  last  75  years.   Unique  to  Oregon  ski  areas  is  a  notable  absence  of  base  area   development.  Oregon  ski  areas  have  spurred  corridor  development   according  to  day  use  travel  patterns.  Communities  such  as  Oakridge,   Bend,  Sandy,  La  Grande,  and  others  provide  “gateways”  to  ski  areas,   influencing  a  diffusion  of  skier  dollars  to  businesses  either  in  these   population  centers  or  on  routes  to  the  ski  area.  With  the  passage  of  the   Ski  Area  Recreational  Opportunity  Enhancement  Act  of  2011,  Oregon  ski   areas  will  likely  increase  summer  and  shoulder  season  activities.   Oregon  has  seen  some  similar  participation  trends  over  the  last  decade,   as  described  in  Figure  2-­‐2.These  trends  tend  to  vary  based  on  a  number   of  factors,  however  weather  (particularly  snowfall)  is  a  strong  predictor  of   Oregon  skier/snowboardersnow  participation,  year  over  year.   Figure 2-2. Annual visits in Oregon and percent change by season, 2001-02 to 2010-11 Source:  Pacific  Northwest  Ski  Areas  Association,  2011.                                                                                                                               49  Dean  Runyan  Associates  “Oregon  Travel  Impacts.”  Accessed  22  June  2012.   http://www.deanrunyan.com/ORTravelImpacts/ORTravelImpacts.html#app=f24&2546-­‐ selectedIndex=2.   -­‐40%   -­‐30%   -­‐20%   -­‐10%   0%   10%   20%   30%   40%   50%   60%   70%   0   500000   1000000   1500000   2000000   2500000   Total,  OREGON   %  Change  from  Previous  Yr   Page  |  12       Community  Planning  Workshop   Key Findings • National  trends  show  that  average  skier  age  and  years  of  experience   continue  to  rise.   • Snowboarding  has  plateaued  nationally,  but  maintains  a  youthful  core   group  of  participants.   • Crossover  is  common:  About  24%  of  skiers  also  rode  a  snowboard  in  2010.     • During  the  2010-­‐11  season,  alpine  skiers  reported  that  they  also  telemark   (11%),  Cross-­‐country  ski  (18%),  and  snowshoe  (16%).   • The  Pacific  Northwest’s  four-­‐year  average  season  (2007-­‐08  to  2010-­‐11)   lasts  133  days,  with  select  ski  areas  remaining  operational  for  snowsports   year-­‐round.     • The  Pacific  Northwest  region  saw  a  four-­‐year  average  (2007-­‐08  to  2010-­‐11)   of  just  over  450  inches  of  snow,  the  highest  in  the  nation.   • Snowsports  participation  in  the  Pacific  Northwest  accounted  for  an   estimated  7%  of  the  total  skier  visits  nationally  in  2010-­‐11.   • Nine  of  Oregon’s  operating  ski  areas  have  night  skiing  opportunities,  which   contribute  about  16%  of  skier  visits  in  the  Pacific  Northwest.   • Approximately  75%  of  ski  areas  in  the  Pacific  Northwest  allow  backcountry   access,  the  highest  ratio  in  the  nation.   CHAPTER 3: CHARACTERISTICS OF OREGON SKIER/SNOWBOARDERS                 Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  13   CHAPTER 3: CHARACTERISTICS OF OREGON SKIERS AND SNOWBOARDERS   This  chapter  provides  an  overview  of  the  general  characteristics  of  survey   respondents—a  “typical”  person50  that  skis,  snowboards,  or  participates   in  snow-­‐sport  activities  in  Oregon.  In  addition,  it  also  includes  some   characteristics  about  households  and  snowsport  groups,  as  well  as  in-­‐ depth  information  about  individuals.  It  describes  respondent   characteristics  including  participation  patterns  and  rates,  ability  levels,   travel  characteristics,  ski  visit  characteristics,  and  more.  The   characteristics  of  respondents  (also  referred  to  as  skiers/snowboarders)   impact  market  demand  for  ski  and  snowboarding  recreation.   Understanding  the  characteristics  of  the  typical  skier/snowboarder  in   Oregon  will  help  the  ski  and  snowboard  industry  respond  to  the  market   demand.   Demographic Characteristics Participation  by  sex  is  weighted  towards  males—59%  of  respondents   were  males,  compared  to  41%  females.  This  data  parallels  national-­‐level   results  obtained  by  NSAA  of  similar  proportions  mentioned  in  Chapter  2.     Figure  3-­‐1  shows  the  age  range  of  survey  respondents.  Survey   respondents  ranged  in  age  from  9  to  82.  The  median  age  of  respondents   is  41.  A  little  more  than  30%  of  respondents  are  under  the  age  of  35,   about  30%  are  between  the  ages  of  35  and  44,  and  almost  40%  are  45  or   older.  This  trend  corresponds  with  NSAA’s  most  recent  demographic   study  that  found  median  ski  and  snowboard  participants  reaching  37   years  of  age.51                                                                                                                             50  This  survey  was  completed  primarily  by  adults  with  an  average  age  of  41.  It  is  important   to  remember  that  there  are  a  large  number  of  children  that  ski,  snowboard,  go  tubing  and   snowmobiling  with  their  parents.  This  survey  reflects  the  characteristics  of  adults,  not   children.   51  NSAA  Demographic  Survey,  2009-­‐10. Page  |  14       Community  Planning  Workshop   Figure 3-1. Age of Oregon survey respondents compared to national age distribution Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2011  and   2009/10  NSAA  National  Demographic  Report.   Over  90%  of  respondents  indicated  that  they  live  with  at  least  one  other   person.  The  reported  average  household  size  of  respondents  is  2.9   people.  Fifty-­‐five  percent  of  respondents  indicated  they  live  in   households  with  three  or  more  people,  while  35%  live  in  two  person   households.  When  compared  to  the  number  of  snowsport  participants   who  live  in  a  household,  80%  of  respondents  live  in  households  where  at   least  two  or  more  members  ski  or  snowboard.  The  most  common  number   of  family  members  that  ski  or  snowboard  is  two  (34%),  followed  by  three   (19%),  and  four  family  members  (18%).     Table  3-­‐1  shows  the  total  number  of  persons  in  households  that   participate  in  snowsports  and  the  number  under  age  18.  Of  the  2,142   persons  represented  by  the  sample,  40%  have  no  children  under  the  age   of  18.  That  means  that  60%  of  households  include  members  that  are   under  the  age  of  18.  Twelve  percent  of  respondents  indicated  they  have   one  household  member  under  the  age  of  18,  and  33%  said  that  they  had   two  household  members  under  the  age  of  18.     When  compared  to  household  members  who  participate  in  snowsports,   all  of  the  households  indicated  that  one  or  more  household  member   participated  in  snowsports  (any  other  result  would  be  inconsistent  with   the  sampling).  More  than  three-­‐quarters  of  the  households  have  between   two  and  four  snowsport  participants,  while  8%  of  households  indicated   they  had  one  participant.   With  respect  to  children,  nearly  half  of  the  households  with  children   under  18  indicated  that  they  had  no  children  that  participated  in   snowsports.       Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  15   Table 3-1. Total snowsports participants in household, and participants under age 18 Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   Figure  3-­‐2  shows  the  household  income  of  survey  respondents.  Sixty   percent  of  respondents  had  a  household  income  of  $75,000  or  higher.   The  average  household  income  of  respondents  is  approximately  $91,000,   which  is  $29,448  higher  than  the  statewide  average.52  Respondents  in   Oregon  are  comparable  to  national-­‐level  skier  data,  where  62%  of  skiers   and  snowboarders  reported  household  incomes  of  $75,000  or  more.53   Figure 3-2. Household income of respondents to national skier household income, 2010-11 season Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2011  and   2009/10  NSAA  National  Demographic  Report.                                                                                                                             52  Oregon’s  Mean  Household  Income  is  $61,552  (U.S.  Census,  ACS  1-­‐year  estimates,   DP03).   53  NSAA,  2010  Demographic  Study. !"#$%&'()' *%&+(,+ !"#$%& *%&-%,. !"#$%& *%&-%,. !"#$%& *%&-%,. !"#$%& *%&-%,. !"#$%&'(& () () ! *+, -!. -*! -/. 0"#$%&'( 1! *. 0-1 /. 022 02. 02, 0-. 2"#$'#3$ ,02 2-. ,!/ 21. *22 **. 214 *0. *"#$'#3$ -,! 20. -01 22. +* +. 44 1. -"#$'#3$ 1!/ **. ,!/ 21. *2 *. ! !. ,"#$'#3$ *!, 0-. 2*, 02. , 0. ! !. 45"#$'#3$ +1 ,. +2 ,. 02 0. ! !. /(.01 2342 3556 3758 3556 793 3556 978 3556 :11'*%&+(,+ *%&+(,+'",;%&'39 <<'=>?% !"#$%&'.@0.'=A> <<'=>?% !"#$%&'.@0.'=A> Page  |  16       Community  Planning  Workshop   More  respondents  identified  themselves  as  professionals  (28%)  than  any   other  profession,  as  shown  in  Figure  3-­‐3.  The  second  most  common   profession  was  the  self-­‐employed  (11%)  followed  by  students  (10%).   Figure 3-3. Occupation of survey respondents Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   Educational  attainment  often  corresponds  closely  to  profession  and   income,  thus,  it  is  no  surprise  that  93%  of  respondents  completed  at  least   some  college.  College  graduates  represent  39%  of  respondents,  with   respondents  with  post-­‐graduate  degrees  accounting  for  another  28%  of   respondents,  as  shown  in  Figure  3-­‐4.     Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  17   Figure 3-4. Educational attainment of survey respondents Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   Participation Patterns This  section  describes  survey  respondent  characteristics  regarding   participation  patterns  and  ability,  and  visitation  characteristics.  The   characteristics  of  the  sample  taken  for  this  study  can  be  generalized  to   understand  the  typical  Oregon  skier/snowboarder’s  visitation  patterns   and  participation.   Not  surprisingly,  the  most  popular  snow-­‐related  activity  of  respondents  is   downhill  skiing.  A  majority  of  respondents  went  downhill  skiing  (61%)   during  the  2010-­‐2011  ski  season,  as  shown  in  Figure  3-­‐5.  Responses   indicate  a  higher  rate  of  participation  in  snowboarding  in  Oregon  than  at   the  national  level.  Though  respondents  were  able  to  select  more  than  one   category,  38%  of  responding  snowsports  participants  indicated  that  they   snowboarded  during  the  2010-­‐11  season.  Regional  data  supports  this   finding,  as  snowboarding  accounted  for  an  average  of  41%  of  visits  in  the   Pacific  Northwest  over  the  past  four  years.54   Snowsports  following  closely  after  downhill  skiing  and  snowboarding   include:  snowshoeing  (18%),  cross  country  skiing  (15%),  and  tubing  (10%).   Less  than  10%  of  participants  indicated  partaking  in  backcountry  skiing   (9%),  telemark  skiing  (4%),  and  snowmobiling  (4%)  during  the  2010-­‐11   season.                                                                                                                             54 NSAA 2011, p. 37. Page  |  18       Community  Planning  Workshop   Figure 3-5. Snowsport activities participated in by survey respondents, 2010-2011 season Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   Note:  Respondents  could  indicate  more  than  one  answer,  thus  percentages  do  not  add  up   to  100%.   Ability Level Downhill  skiing  is  the  most  popular  activity  among  survey  respondents.   The  majority  of  respondents  has  never  tried  or  consider  themselves   beginners  at  snowboarding  (55%),  cross-­‐country  skiing  (65%),  and/or   telemark  skiing  (91%),  as  shown  in  Table  3-­‐2.  Seventy  five  percent  of   respondents  consider  themselves  intermediate,  advanced,  or  expert   downhill  skiers.  Matching  national  and  regional  trends,  the  number  of   beginner  downhill  skiers  is  declining.  This  is  likely  related,  in  part,  to  the   upward  trend  of  median  skier  age.  Notably,  however,  cross-­‐country  skiing   maintains  a  healthy  group  (52%)  of  beginners  and  intermediates.   Table 3-2. Ability level of respondents by activity Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.  Percentages  may   add  up  to  more  than  100%  due  to  rounding   Figure  3-­‐6  shows  the  number  of  years  that  respondents  have  been  active   in  snow-­‐related  sports.  This  figure,  as  previously  mentioned,  does  not   capture  the  years  of  skiing  and  snowboarding  of  children  in  Oregon.   Corroborating  the  data  presented  regarding  beginner  skiers  in  Table  3-­‐2,   only  3%  of  respondents  were  brand  new  to  skiing  and  snowboarding  in   the  2010-­‐2011  season.  Another  15%  have  been  skiing  or  snowboarding   !"# $!"# %!"# &!"# '!"# (!"# )!"# *!"# +,-./-0121,3# 45678# 9727/:8;#+;11,3# <:=;=->,58?#@;11,3# 9>01,3# A8-@@#=->,58?#@;11,3# +,-.@6-71,3# +,-.0-:8B1,3# C-.,6122#@;11,3# !"#$%$#& '(%()*+)$(, -(.$//() 0/#()1(,$2#( !,%2/"(, 345()# +6#27 869/:$77*;<$$/. =>? =@? @A? !"# @>? =BB? ;/69C62),$/. $$# @@? =D? =E? D? =BB? F)6GGHF6I/#)&*;<$$/. $"# @D? @J? D? >? =BB? +(7(12)<*;<$$/. %!# E? A? >? @? =BB?   Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  19   between  two  and  five  years,  14%  between  six  and  ten  years,  10%   between  11  and  15  years,  and  11%  between  16  and  20  years.  Almost  50%   of  respondents  have  been  skiing  or  snowboarding  for  21  years  or  more,   matching  results  of  NSAA’s  most  recent  research  noting  43%  of  skiers   indicate  having  20  or  more  years  of  ski  experience.55   Figure 3-6. Respondent years skiing/snowboarding Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   Participation Rates Participation  rates  are  an  important  aspect  of  the  Oregon  skier  and   snowboarding  market  and  the  Oregon  ski  and  snowboard  industry.  Table   3-­‐3  shows  the  number  of  days  that  respondents  spent  in  the  mountains   along  with  the  number  of  days  they  participated  in  snowsports.  The   median  number  of  days  spent  in  the  mountains  was  14;  the  median   number  of  days  participating  in  snowsports  was  11.  The  average  number   of  days  participated,  however,  was  closer  to  18,  indicating  that  many   respondents  participated  a  great  deal  more  than  11  days.56   Respondents  typically  spent  less  than  15  days  in  the  mountains  (59%),   and  consequentially  spent  less  than  15  days  participating  in  snowsports   (62%).  Still,  skiers  and  snowboarders  tend  to  visit  resorts  in  the  Pacific   Northwest  more  often  than  national  averages.  Reported  regionally  by   NSAA,  compared  most  closely  with  the  Northeast  which  sees  skiers   approximately  12  days  of  a  season,  Pacific  Northwest  resorts  typically  see   skiers  more  than  16  days  a  season.57  Season  pass  holders  reported                                                                                                                             55  NSAA  Demographic  Study,  p.  30.   56  We  believe  the  median  figures  are  a  better  representation  of  the  overall  distribution.  A   few  respondents  reported  participation  rates  in  the  100s  of  days—an  expected  outcome.   These  outliers  push  the  arithmetic  average  much  higher.  The  average  number  of  days   spent  in  the  mountains  as  reported  by  survey  respondents  was  20.2;  the  average  number   of  days  spend  skiing  was  18.5.   57  NSAA  2010,  p.32 !"# $"# %"# &"# '"# (!"# ($"# (%"# (&"# (#)*#+,--# $./# &.(!# ((.(/# (&.$!# $(.$/# $&.0!# 0(.0/# 0&.%!# %(#)*#1)*,# Page  |  20       Community  Planning  Workshop   participating  a  median  of  20  days  each  season,  a  median  of  22  days  spent   in  the  mountains.     Table 3-3. Frequency of participation in snowsports in Oregon, 2010-2011 season Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   Not  surprisingly,  average  participation  responses  were  higher  for  season   pass  holders:  an  average  of  29.3  days  were  spent  in  the  mountains,  while   an  average  of  27.2  days  were  spent  participating  in  snowsports.  Forty-­‐ nine  percent  of  survey  respondents  reported  purchasing  at  least  one   season  pass  for  the  2011-­‐12  season.  Nearly  9%  of  respondents  indicated   purchasing  a  season  pass  to  more  than  one  resort  during  the  2010-­‐11   season.   Respondents  were  asked  to  estimate  the  percentage  of  time  they  ski  on   weekends,  weekdays,  nights,  or  holidays.  Figure  3-­‐7  shows  that  more   than  half  (52%)  of  respondents’  skiing/snowboarding  time  was  on   weekends,  and  one-­‐third  was  on  weekdays.  Respondents   skied/snowboarded  14%  of  the  time  on  nights,  holidays,  and  holiday   weekends  combined.  These  results  closely  parallel  the  results  reported  in   the  2011  Kottke  report,  which  indicated  that  63%  of  visits  to  Northwest   ski  areas  were  during  holidays  or  weekends.  By  comparison,  respondents   to  the  Oregon  Skier  Survey  reported  making  61%  of  their  visits  on   holidays  or  weekends  (including  holiday  weekends).   !"#$%&"'()"* +(,')-).(')"/#)"# 0"%1*.%,'* 02(*%"#+(**#3%452,* 6(7* 8&9:2, +2,-2"' 8&9:2, +2,-2"' 8&9:2, +2,-2"' ! "# $% &# #% # "% "'( ")* "+% "+( ;<= $+ ,% )'"! "+) ;<= "+) ;<= ), >?= ""'"( "&& "(% "!* "&% )" "(% ")'$! *& "!% *+ "!% )$ "(% $"'$( )! ,% (# )% #) ""% $)'&! )) *% )& ,% #+ "$% &"'&( $$ &% $( &% $! (% &)'#! &( #% "+ $% ") #% #"'#( + "% "$ "% "! $% #)'(! $( &% "( $% "( #% ("-./-0./1 (" )% (! )% #! "!% @%'(4 A?; >BB= A?B >BB= C>D >BB=   Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  21   Figure 3-7. Skier visits by time of week, 2010-2011 season Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   Figure  3-­‐8  shows  the  hours  per  day  respondents  spent  on  snow  activities.   Respondents  spent  an  average  of  5.2  hours  on  snow  per  visit.   Respondents  reported  spending  between  0  hours  (3  respondents)  and  12   hours  (1  respondent)  on  the  snow.  The  median  value  was  5  hours.   Figure 3-8. Hours per day spent on snow activities, 2010- 2011 season Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   Figure  3-­‐9  captures  the  distribution  of  visits  by  month  for  respondents’   2011-­‐12  skiing/snowboarding  season.  More  than  one-­‐third  of   respondents  began  snow  activities  in  November  with  participation   increasing  each  month  and  peaking  in  February  2011,  with  greater  than   83%  of  respondents’  skiing/snowboarding  in  that  month.  Participation   tapers  off  of  in  the  following  months,  though,  unique  to  Oregon  and  its   !"# $!"# %!"# &!"# '!"# (!"# )!"# *++,-./0# *++,+1-0# 2345-./#*++,+1-0# 2345-./0# 657890# !"# $"# %!"# %$"# &!"# &$"# '!"# %&#()*+,# %%#()*+,# %!#()*+,# -#()*+,# .#()*+,# /#()*+,# 0#()*+,# $#()*+,# 1#()*+,# '#()*+,# &#()*+,# %#()*+# !#()*+,# Page  |  22       Community  Planning  Workshop   Pacific  Northwest  neighbors,  snowsports  participation  continues  year-­‐ round.  A  small  percentage  (generally  less  than  6%)  ski/snowboard   throughout  the  summer  and  fall  seasons.   Figure 3-9. Participation by month, 2010-2011 season Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   Respondents  indicated  that  they  usually  ski  or  snowboard  with  both   family  and  friends  (49%),  as  shown  in  Figure  3-­‐10.  Almost  half  of  the   respondents  also  indicated  they  ski/snowboard  with  friends  (48%)  or   family  (45%),  indicating  that  respondents  more  often  ski  with  at  least  one   other  person,  compared  to  skiing  and  snowboarding  alone  (31%).  Only   11%  of  respondents  said  that  they  ski  with  groups,  such  as  a  ski  club.   Figure 3-10. Composition of ski/snowboard parties, 2010- 2011 season Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   Note:  Respondents  could  indicate  more  than  one  answer,  thus  percentages  do  not  add  up   to  100%.     !"# $!"# %!"# &!"# '!"# (!!"# )*+,*-.*/# 01213,# 4156## 417*# 896# 0+/:5# 89/;<# =*./19/6# 49719/6# >*;*-.*/# ?@A*-.*/# B;,@.*/# !"# $!"# %!"# &!"# '!"# (!"# )!"# *+,-./#0/12#34-5/6#7839:# ;4,<7# =>?24@# =+27?24@#   Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  23   Twenty-­‐nine  percent  of  respondents  indicated  that  they  visited  non-­‐lift   served  terrain  (backcountry)  during  the  2010-­‐11  season.  Of  those  that   did,  as  shown  in  Figure  3-­‐11,  about  39%  rode  non-­‐lift  served  terrain  for   one  to  two  days  of  the  season,  while  about  27%  of  backcountry  skiers   reported  skiing  10  days  or  more.  Another  21%  said  that  they  spent  one  to   seven  days  in  the  backcountry  and  just  9%  of  respondents  said  that  they   spent  eight  days  or  more  in  the  backcountry.   Figure 3-11. Backcountry skiers reported number of days on non-lift served terrain, 2010-2011 season Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.     !"# $"# %!"# %$"# &!"# &$"# '!"# %!(#)*+,# -#)*+,# .#)*+,# /#)*+,# $#)*+,# 0#)*+,# '#)*+,# &#)*+,# %#)*+# Page  |  24       Community  Planning  Workshop   Key Findings • More  men  (59%)  than  women  (41%)  respondents  ski  and   snowboard  in  Oregon.   • The  average  age  of  respondents  is  41  (note  that  the  survey  did   not  include  subjects  under  the  age  of  18).   • The  average  household  size  of  respondents  is  2.9.   • The  average  household  income  of  respondents  is  $91,000;  the   median  household  income  is  $82,500.   • The  three  most  common  occupations  among  respondents  are   professionals,  self-­‐employed,  and  students.   • Sixty-­‐seven  percent  of  respondents  have  at  least  a  college  degree.   • Skiing  is  the  most  common  snowsport  respondents  participated   in  (61%),  followed  by  snowboarding  (38%),  and  snowshoeing   (18%).   • Eighty  percent  of  respondents  indicated  that  at  least  two  family   members  ski  or  snowboard.   • Forty-­‐one  percent  of  respondents  have  at  least  one  household   member  that  is  under  the  age  of  18.   • Seventy-­‐five  percent  of  respondents  indicated  that  they  were   intermediate,  advanced,  or  expert  skiers.  The  majority  of   respondents  said  that  they  had  never  tried  or  considered   themselves  beginner  snowboarders  (55%  combined),  cross   country  skiers  (65%  combined),  and  telemark  skiers  (91%).   • Approximately  50%  of  respondents  have  been  skiing  or   snowboarding  for  20  years  or  less.     • Respondents  spent  an  average  of  20  days  in  the  mountains  and   18  days  participating  in  snowsports.   • Weekends  constituted  52%  of  the  time  respondents  spent  on   snow  activities.   • Respondents  spent  an  average  of  5.2  hours  on  snowsports  per   snow  activity  day.   • More  respondents  ski  and  snowboard  during  the  month  of   February  (2011)  than  any  other  month.   • Almost  half  of  respondents  ski  and  snowboard  with  friends.   • Seventy-­‐one  percent  of  respondents  indicated  that  they  never   went  skiing  or  snowboarding  in  the  backcountry.       CHAPTER 4: SKIING AND SNOWBOARDING IN OREGON                   Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  25   CHAPTER 4: SKIING AND SNOWBOARDING IN OREGON   This  chapter  describes  characteristics  of  Oregon  snowsport  visits,  both  of   day  and  destination  skiers  and  snowboarders.  Visitation  patterns  are  an   important  element  in  the  analysis  of  the  Oregon  skiing  and  snowboarding   industry.  The  overall  number  of  annual  visitors  to  winter  resort  areas   depends  on  a  variety  of  factors,  including  weather  patterns  (specifically   snowfall),  socio-­‐economic  characteristics,  and  whether  or  not  visitors  are   day  skiers/snowboarders  or  destination  skiers/snowboarders.  In  addition,   there  is  wide  variation  in  participation  between  daily  lift  ticket  purchasers   (median  of  six  visits  per  season)  and  season  pass  holders  (median  of  20   visits  per  season).   This  chapter  analyzes  the  differences  between  day  visitors  and   destination  visitors  to  ski  and  snowboarding  resorts  nationally  and  in   Oregon.  Day  and  destination  visitors  are  defined  in  this  study  as:   • Day  visitors  are  those  who  spend  one  day  skiing  or  boarding  and   return  home  to  their  primary  residence  at  the  end  of  the  day.   • Destination  visitors  are  those  who  spend  one  or  more  nights  and   two  more  days  consecutively  skiing  or  snowboarding  away  from   their  primary  residence.   Destination  visitors  can  be  considered  a  sub-­‐category  of  day  visitors,  in   that  some,  but  not  all,  day  visitors  take  ski  and  snowboarding  vacations.   Both  of  these  groups  are  important  to  the  ski  industry,  and  it  is  important   to  understand  the  differences  in  each  group’s  visitation  and  spending   patterns.  The  visitor  definitions  above  to  not  capture  all  visitors—there  is   a  third  group  of  people  who  ski  two  days  consecutively  and  spend  a  night   away  from  their  primary  residence.  This  group  of  visitor  expenditures  and   visitation  patterns  are  similar  to  day  visitors.   Day  visitors  to  Oregon  ski  areas  represent  approximately  78%  of  total   skier  visits  annually.  Based  on  the  number  of  total  skier/snowboarder   visits  (1.9  million)  during  the  2010-­‐11  season  and  the  average  visitation  of   the  Oregon  skiers,  CPW  estimates  day  visitors  represent  more  than  1.56   million  skier/snowboarder  visits.  Destination  visits,  then,  account  for   approximately  22%  of  total  skier  visits  to  Oregon  ski  areas,  representing   more  than  403,000  skier  visits  during  the  2010-­‐11  season.       Page  |  26       Community  Planning  Workshop   Overall visitation patterns The  survey  first  asked  respondents  to  indicate  which  Oregon  ski  areas   they  visited  during  the  2010-­‐11  season.  More  than  80%  of  respondents   indicated  they  visited  more  than  one  Oregon  ski  area.  Two-­‐thirds  of   respondents  reported  they  visited  between  two  and  five  Oregon  ski   areas.  Only  1%  of  respondents  indicated  they  visited  10  or  more  Oregon   ski  areas.   Mt.  Hood  Meadows  was  the  most  commonly  visited  ski  area  with  62%  of   respondents  indicating  that  they  skied  or  snowboarded  Mt.  Hood   Meadows,  as  shown  in  Figure  4-­‐1.  Mt.  Bachelor  was  the  second  (59%)   most  commonly  visited  ski/snowboarding  destination,  followed  by   Timberline  (50%).   Figure 4-1. Oregon ski areas respondents have ever visited by survey respondents   Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   Note:  Respondents  could  indicate  more  than  one  answer,  thus  percentages  do  not  add  up   to  100%.   Mt.  Bachelor  is  the  favorite  ski  area  for  38%  of  respondents,  as  shown  in   Figure  4-­‐2.  Mt.  Hood  Meadows  ranked  second,  with  25%  of  respondents   indicating  it  is  their  favorite  place  to  ski  and  snowboard,  followed  by   Timberline  (15%)  and  Hoodoo  (11%).   !"# $!"# %!"# &!"# '!"# (!"# )!"# *!"# +,--./010#2.33# +.4504#6.5785# 9,/:04-,50# ;<8=>#;<4,5?3# @>A#B88C#;D,:8E-# @>A#B88C#@0.C8E3# @>A#F.GH0-84# @>A#I3H-.5C# B88C88# 688<04#;<=4# 6.>#;D,#@>A#F.,-07# I5>H857#J.D03#   Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  27   Figure 4-2. Favorite Oregon ski/snowboarding area Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   The  proximity  of  Mt.  Hood  Meadows  to  the  Portland  metro  skiing  and   snowboarding  market  make  it  one  of  the  most  visited   skiing/snowboarding  destinations  in  Oregon.  Figure  4-­‐3  shows  that  36%   of  respondents  indicated  that  they  ski/snowboard  most  often  at  Mt.   Hood  Meadows.  The  second  most  commonly  visited  ski/snowboard  area   is  Mt.  Bachelor  (19%).  Timberline  and  Hoodoo  are  virtually  tied  for  3rd  and   4th  place  with  15%  and  14%  of  respondents  saying  they  visited  those  two   skiing/snowboarding  areas  the  most,  respectively.   !"# $"# %!"# %$"# &!"# &$"# '!"# '$"# (!"# )*++,-./.#0,11# ),23.2#4,3563# 7*-8.2+*3.# 9:;#<66=#>?*86@+# 9:;#<66=#9.,=6@1# 9:;#A,BC.+62# 9:;#D1C+,3=# <66=66# 4,:#>?*#9:;#A,*+.5# D3:C635#E,?.1# Page  |  28       Community  Planning  Workshop   Figure 4-3. Where respondents ski/snowboard most often, 2010-2011 season Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   Note:  The  distribution  of  responses  presented  in  Figure  4-­‐3  is  representative  of  the   sample,  which  did  not  proportionally  represent  all  of  the  ski  areas.  See  Table  1-­‐1.   In  addition  to  purchasing  snowsports  items,  the  Internet  has  also  become   the  preferred  outlet  for  skiers  and  snowboarders  to  purchase  lift  tickets   and  season  passes,  as  shown  in  Figure  4-­‐4.  Online  purchases  allow  skiers   and  snowboarders  ease  of  access  to  ski  facilities,  often  circumventing   long  lines  at  the  ticket  window  or  other  logistical  challenges.  More  than   50%  of  respondents  purchased  lift  tickets  and  season  passes  online,  a   trend  that  has  been  reported  at  the  national  and  regional  levels.  On-­‐ mountain  ticket  purchases  amounted  to  37%  of  lift  ticket  purchases,  and   just  3%  of  respondents  purchased  tickets  at  a  ski  or  snowboard  shop.   Some  respondents  purchased  tickets  at  annual  ski  shows,  amongst  other   outlets.     !"# $"# %!"# %$"# &!"# &$"# '!"# '$"# (!"# )*++,-./.#0,11# 2*-3.4+*5.# 678#9::;#<=*3:>+# 678#9::;#6.,;:>1# 678#?,@A.+:4# 678#B1A+,5;# 9::;::# C::D.4#44?#7@(64A)# <:=#>44?#<,*?4A/# <:=#B*CD,)40# <:=#E/D)*1?# >44?44# 2448,0#7890# 2*:#7@(#<:=#B*(),3# E1:D413#F*@,/# Page  |  30       Community  Planning  Workshop   ten  years  of  experience,  and  about  13%  had  less  than  five  years  of   experience.  This  information  supports  Table  4-­‐2,  which  shows  that  many   alpine  skiers  and  snowboarders  with  season  passes  tend  to  be  more   advanced  skiers/snowboarders.  It  is  likely  that  this  data  supports   diversification  or  “cross-­‐over”  of  activities  among  snowsports  disciplines.   Table 4-2. Season pass holders by ability level, 2010-11 season Percentages  may  add  up  to  more  than  100%  due  to  rounding.   Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.     Day Visitor Characteristics To  better  understand  the  behavior  of  day  visitors,  survey  respondents   were  asked  about  where  the  source  of  snow  and  road  information,  their   mode  of  transportation  and  distance  traveled  to  resorts,  and  who  they   traveled  with.  In  addition,  respondents  were  asked  about  the  services   they  used  and  general  quality  of  resort  amenities.  This  information  is   important  to  understand  what  visitors  desire  when  skiing  and   snowboarding.  Further,  visitors  perception  of  resort  employees  influence   their  opinions  of  resorts  and  their  overall  skiing  and  snowboarding   experience.   Travel Characteristics When  asked  “where  do  you  get  your  information  on  current  snow  and   road  conditions,”  the  most  common  response  was  ski  area  websites   (77%),  as  shown  in  Figure  4-­‐6.  Respondents  also  looked  up  weather   forecasts  (65%)  and  the  Oregon  Department  of  Transportation  (37%). !"#$%$#& '()$**(+ ,*#(+-(.$/#( !.%/*"(.0 123(+# !"#$%&''()*&&$+ ,-. -/. /0. 456 )$"#1"234&$+ -5. -6. 476 ,7. 83"99:8";$<3=()*&&$+ 786 />. ,/. 7. ?@'@A23*()*&&$+ 796 ->. ,B. C.   Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  31   Figure 4-6. Source of snow/road information, 2010-2011 season Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2011.   Note:  Respondents  could  indicate  more  than  one  answer,  thus  percentages  add  up  to   more  than  100%.   The  majority  of  respondents  prefer  driving  their  car  (84%)  or  carpool   (10%)  to  the  ski  hill,  as  shown  in  Table  4-­‐3.  Just  3%  of  respondents   indicated  they  take  a  bus.  Of  the  respondents  that  indicated  they  take   another  form  of  transportation,  most  listed  trucks,  SUVs,  minivans,  or  4X4   trucks,  in  other  words,  an  automobile.  One  person  said  they  hitchhiked   and  two  people  indicated  they  took  an  airplane.   Table 4-3. Mode of transportation to ski/ride, 2010-2011 season Source:  Community  Planning  Workshop,     Ski  Oregon  Economic  Impact  Study,  2012.   Figure  4-­‐7  shows  the  distance  traveled  (in  miles)  one-­‐way  to   ski/snowboard  for  respondents.  Almost  one-­‐third  (30%)  of  respondents   travel  between  51  to  75  miles,  25%  traveling  between  26  and  50  miles,   and  13%  traveling  less  than  25  miles.  Given  the  distance  of  ski  areas  in   Oregon  from  population  centers,  the  average  Oregon  skier/snowboarder   travels  136  miles  round  trip  to  ski/snowboard.  About  13%  of  respondents   said  that  they  travel  more  than  100  miles,  one-­‐way,  to  ski/snowboard.     !"# $!"# %!"# &!"# '!"# (!"# )!"# *!"# +!"# ,!"# -./#0123# 456037358# 95:;#<5007=5# >7?/2# @;158# 95A5B/0/2C# D<7/A#7A58;0# -C26#312C5# E5378;<5C;#2F#987C0328;7G2C# H57;158#F285I70;# -./#7857#65J0/;5# !"#$%"&%'()*$+ ,$(-$.' !"#$% &' ()* &' +,%-../ 01' /)( 012 Page  |  32       Community  Planning  Workshop   Figure 4-7. Number of miles traveled to ski/ride (one-way), 2010-2011 season Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   Considering  the  distance  most  skiers  and  snowboarders  travel,  often  by   car,  to  reach  ski  areas  (CPW  found  an  average  distance  of  68  miles,  one   way),  participants  often  refer  to  media  outlets  for  up-­‐to-­‐date  weather   and  road  conditions.     Fewer  than  15%  of  respondents  typically  travel  alone  to  the  ski  hill,  as   shown  in  Table  4-­‐4.  Forty  percent  of  respondents  travel  with  one  other   person  (two  people  total),  21%  travel  with  two  other  people  (three   people  total),  and  15%  travel  with  three  additional  people  (four  people   total).  Just  10%  of  respondents  indicated  that  they  travel  with  four   additional  people  (five  people  total)  or  more  (more  than  five  people).   Table 4-4. Size of travel party, 2010-2011 season Source:  Community  Planning  Workshop,     Ski  Oregon  Economic  Impact  Study,  2012.   On-Mountain Activities of Day Skiers More  than  half  of  respondents  said  they  purchased  food  (66%)  and/or   visited  the  lodge  (51%)  during  their  last  ski/snowboarding  trip,  as  shown   in  Figure  4-­‐8.  Another  43%  indicated  they  visited  the  bar.  Twenty  percent   of  respondents  visited  a  terrain  park  and  19%  used  a  rental  shop.  Fewer   than  10%  of  respondents  indicated  they  used  the  ski  school,  children’s  ski   !"# $"# %!"# %$"# &!"# &$"# '!"# '$"# &!!(# %)*+&!!# %$%+%)$# %&*+%$!# %!%+%&$# )*+%!!# $%+)$# &*+$!# ,-..#/012#&$# !"#$%&'()* !*#+*,$ !"#$%&'( !)* +"#$'#,$ )-* ."#$'#,$ +!* )"#$'#,$ !/* /"#$'#,$ 0* 0"'%"1'%$ )*   Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  33   school,  ski  races,  cross-­‐country  trails,  childcare,  or  a  mountain  guided   tour.     Figure 4-8. Activities or services used during last trip to Oregon ski areas, 2010-2011 season Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   When  asked  to  rate  services  provided  by  ski  areas  and  conditions  present   at  their  most  recent  (on  a  scale  of  1  to  5  stars  where  1  equals  very  poor   and  5  equals  excellent),  respondents  provided  rankings  based  on  their   most  recent  ski/snowboarding  visit  in  Oregon.  Table  4-­‐5  summarizes  the   rankings  respondents  assigned  to  each  mountain  amenity  and  condition   listed.   Most  amenities  and  conditions  were  given  a  ranking  of  three  or  higher,   where  employees  and  lift  lines  received  mostly  marks  in  the  four  or  five   star  range.  Conversely,  food  service  and  childcare  tended  to  elicit  scores   closer  to  three  stars.  Assuming  that  the  mid-­‐range  of  2.5  stars  is  neutral   (neither  poor  nor  excellent),  then  even  the  three  lowest  rated  services   and  conditions  were  rated  positively  by  respondents.   !"# $!"# %!"# &!"# '!"# (!"# )!"# *!"# +,-./01.#2-1343#/,-5# 671839054# :;6#/5018<# =>1#5094<# 6718354.#=>1#=97,,8# =>1#<97,,8# ?4./08#<7,@# =>1#<7,@# A45501.#B05># C05# D,324# E,,3#<45F194# Page  |  34       Community  Planning  Workshop   Table 4-5. Rating of ski area services and conditions, 2010-2011 season Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.  Percentages  may   add  up  to  more  than  100%  due  to  rounding.   Destination Visitor Characteristics For  the  purposes  of  this  study,  destination  visitors  are  skiers  or   snowboarders  who  go  skiing  or  snowboarding  for  two  more  consecutive   days  and  spend  one  or  more  consecutive  nights  away  from  their  primary   residence.   Visitation patterns of destination visitors Sixty  percent  of  respondents  said  that  they  had  taken  a  destination  ski  or   snowboard  vacation  in  the  last  three  years.  Of  those,  53%  said  that  the   destination  vacation  was  in  Oregon;  with  the  majority,  92%,  indicating   that  the  primary  purpose  of  the  trip  was  to  participate  in  snowsports.   Almost  all  of  the  respondents  that  indicated  they  had  made  a  destination   ski  trip  (97%)  said  that  they  plan  on  taking  a  destination  ski  vacation  in   Oregon  again  in  the  future.   Table  4-­‐6  shows  that  Oregon  destination  trips  typically  last  three  days.   Approximately  25%  spent  two  days,  around  35%  spent  three  days,  slightly   more  than  20%  spent  four  days,  and  a  little  less  than  20%  spent  five  or   more  days  vacationing  at  a  ski/snowboard  resort  in  Oregon.  The  most   popular  months  to  take  snowsport  related  vacations,  amongst   respondents,  were  the  months  of  February  and  March.    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  Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  35   Table 4-6. Destination visitor vacation days at Oregon ski areas, 2010-2011 season Source:  Community  Planning  Workshop,     Ski  Oregon  Economic  Impact  Study,  2012.   Approximately  62%  of  destination  visitor  respondents  said  that  they   traveled  between  five  and  20  miles  from  their  lodging  to  their   skiing/snowboarding  destination.  About  10%  traveled  less  than  five  miles,   and  28%  traveled  more  than  20  miles  to  reach  the  ski  area.   Destination skier activities Characteristically,  destination  visitors  use  different  amenities  or   participate  in  more  than  just  their  primary  snowsport,  often  looking   beyond  the  ski  hill  for  activities  for  themselves  and/or  family  members.   Figure  4-­‐9  shows  that  destination  visitors  engage  in  a  wide  range  of   activities  beyond  the  slopes.     Most  common  was  swimming/hot  tubing  with  18%  of  respondents   indicating  they  did  this  activity,  followed  by  shopping  (15%)  and  fine   dining  (9%).  Approximately  16%  of  activities  beyond  the  snow  were   entertainment-­‐oriented,  while  about  8%  of  respondents  indicated   participating  in  other  on-­‐snow  activities  such  as  tubing,  cross-­‐country   skiing,  and  ski  biking.   !"#$%&'()'*+,+% -"./"#% !"#$%& '() *"#$%& !') +"#$%& *,) -."#$%& !-) Page  |  36       Community  Planning  Workshop   Figure 4-9. Destination visitor activities, 2010-2011 season Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   Note:  Respondents  could  indicate  more  than  one  answer,  thus  percentages  add  up  to   more  than  100%.   Key Findings • Mt.  Hood  Meadows  was  the  most  commonly  visited  ski  area  by   respondents  (62%),  followed  by  Mt.  Bachelor  (59%),  and   Timberline  (50%).   • Respondents  indicated  that  Mt.  Bachelor  was  their  favorite   destination  (38%),  followed  by  Mt.  Hood  Meadows  (25%),  and   Timberline  (15%).   • Thirty-­‐six  percent  of  respondents  said  that  they  ski/snowboard   most  often  at  Mt.  Hood  Meadows,  followed  by  Mt.  Bachelor   (19%).  Timberline  and  Hoodoo  were  closely  ranked  at  3rd  and  4th   place  with  15%  and  14%  of  respondents  saying  they  visited  those   two  skiing/snowboarding  areas  the  most,  respectively.  Note  that   this  result  is  a  function  of  the  distribution  of  responses  which   were  not  proportional  to  the  number  of  skier  visits  at  all  areas.   • The  preferred  place  for  respondents  to  purchase  lift  ticket/season   passes  is  the  Internet  (53%)  followed  by  on  the  mountain  (37%).   • Almost  half  of  respondents  said  they  had  a  season  pass—22%  at   Mt.  Hood  Meadows,  11%  at  Timberline,  and  9%  at  Mt.  Bachelor.   • Most  respondents  (77%)  get  current  snow  and  road  conditions   from  websites.   !"# $"# %"# &"# '"# (!"# ($"# (%"# (&"# ('"# $!"# )*+,-./0# 12+-#3405+6# 7-058490# :4,-#;8-+/0# <+*=>*?292+6# @26A/,9B?0# ).*00#,*B+/.C#0D22+6# E-49/A#,9B?F>2+6FA*/#/B?#   Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  37   • Most  respondents  (84%)  drive  a  car  (and  another  10%  carpool)  to   get  to  mountain  resorts.   • The  average  one-­‐way  trip  to  a  ski/snowboard  resort  is  68  miles.   • Eighty-­‐five  percent  of  respondents  travel  with  at  least  one  other   person  to  ski  and  snowboard.   • The  top  three  services/amenities  used  by  day  visitors  are  food   service  (66%),  visited  the  lodge  (51%),  and/or  visited  the  bar   (43%).   • The  top  three  rated  characteristics  of  ski/snowboard  areas  in   Oregon  are  employees  (3.89  rating  on  a  scale  from  1  to  5  where  1   is  very  poor  and  5  is  excellent),  lift  lines  (3.79),  and  ski  terrain   (3.76).   • The  lowest  three  rated  characteristics  of  ski/snowboard  areas  in   Oregon  are  food  service  (3.16),  childcare  (3.18),  and  traffic  (3.41).   • Sixty  percent  of  respondents  said  they  took  a  destination  ski  or   snowboard  vacation  in  the  last  three  years.   • Approximately  62%  of  destination  visitor  respondents  said  that   they  traveled  between  five  and  20  miles  from  their  lodging  to   their  skiing/boarding  destination.  About  10%  traveled  less  than   five  miles,  and  28%  traveled  more  than  20  miles.   • The  top  three  non-­‐skiing/boarding  activity  for  destination  visitors   is  swimming/hot  tubing  (18%),  shopping  (15%),  and  fine  dining   (9%).        CHAPTER 5: SKI EQUIPMENT SHOPPING PATTERNS             Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  39   CHAPTER 5: SKI EQUIPMENT SHOPPING PATTERNS   Skiing  and  snowboarding  equipment  and  apparel  constitute  some  of  the   most  significant  expenditures  for  skiers  and  snowboarders  in  Oregon.   Snowsports  Industries  of  America  (SIA)  estimates  the  average  equipment   set  up  (skis,  boots,  and  bindings)  for  a  skier  to  total  just  under  $800,  and   about  $590  for  a  snowboard  setup  (snowboard,  boots,  and  bindings).58   These  data  suggest  ski  and  snowboard  equipment  sales  and  rentals  are  a   significant  portion  of  the  overall  economic  impact  of  the  ski  industry  in   Oregon.  This  chapter  provides  information  regarding  ski-­‐  and  snowboard-­‐ related  expenditures  including  shopping  patterns  and  media  influences   on  skier  buying  decisions.   Shopping Patterns and Advertising Many  ski  shops  have  an  annual  early-­‐season  snowsports  equipment  swap   to  buy,  sell,  or  trade  equipment.  These  events  are  typically  a  way  for  skier   and  snowboarders  not  only  to  purchase  or  sell  gear  from  previous  season,   but  often  to  reconnect  and  energize  skiers  and  snowboarders  after  many   months  without  snow.  Ski  swaps  have  been  a  staple  community  event  for   snowsports  participants  in  Oregon  for  over  40  years.59  Seventy  percent  of   respondents  indicated  that  they  shop  preseason  sales.  Figure  5-­‐1  shows   that  more  people  shop  in  October  (47%)  than  any  other  month;   September  (40%),  and  November  (31%)  are  also  popular  months  to  shop.   Figure 5-1. Pre-season shopping activity as reported by survey respondents Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   Note:  Respondents  could  indicate  more  than  one  answer,  thus  percentages  add  up  to   more  than  100%.                                                                                                                             58 SIA Intelligence Report, 2011, p. 8. 59 43rd Annual Ski Swap, Accessed 28 June 2012. http://www.eugeneskiswap.org/. !"# $"# %!"# %$"# &!"# &$"# '!"# '$"# (!"# ($"# $!"# )*+,-.,/# 012*.,/# 3,42,-.,/# 567682# 96:;# Page  |  40       Community  Planning  Workshop   When  asked  which  email  lists,  alerts,  or  apps  they  found  most  influential,   respondents  identified  a  wide  range  of  media  and  advertising.   Respondents  listed  digital  media  as  most  influential  for  equipment   purchases  and  snowsport  related  weather,  and  road  conditions.  More   than  half  of  survey  respondents  said  that  they  subscribe  to  some  kind  of  a   snowsport-­‐related  email  list,  deal  alerts,  or  smartphone  application.     The  most  commonly  mentioned  media  source  (13%  of  responses)  was  the   REI  Mobile  App,  both  for  shopping  and  snow  conditions.60  This  application   was  followed  by  Ski  &  Snow  Report,  a  mobile  app61  that  provides  updated   snow  reports  and  trail  maps  of  each  ski  area,  which  garnered  9%  of   responses.  Mt.  Hood  Meadows  email  alerts  were  found  most  influential   by  8%  of  respondents.  Many  respondents  indicated  getting  information   about  weather  conditions  from  Facebook  notifications  and  individual   mountain  resorts  (Hoodoo,  Mt.  Bachelor,  Timberline,  etc.).  Websites   focused  on  gear  reviews,  such  as  SteepandCheap.com  and   TheClymb.com,  were  indicated  by  respondents  as  influential  to  their  gear   purchases.   Respondents  were  most  likely  to  weigh  performance  as  the  characteristic   most  important  when  it  came  to  equipment  purchases  for  snowsports.   Price  and  brand,  respectively,  were  considered  important  in  respondent’s   decision-­‐making,  as  shown  in  Table  5-­‐1.  Color  and  advertising  were  the   least  influential  characteristics  considered  when  purchasing  snowsports   equipment.   Table 5-1. Rank of snowsport equipment influences as reported by survey respondents Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   Location and Timing of Equipment Purchase Diversification  of  purchasing  options  and  availability  of  products  has   changed  drastically  in  the  last  two  decades,  primarily  due  to  the   proliferation  of  online  and  big  box  retailers.  Snowsports  Industries  of   America  (SIA)  refers  to  ski  shops  as  “specialty  stores,”  while  larger   sporting  goods  stores  are  referred  to  as  “chain  stores.”  Specialty  stores   remain  the  dominant  location  for  most  snowsport  purchases,  accounting                                                                                                                             60  “REI  Mobile  Apps”  by  Recreational  Equipment,  Inc.  Accessed  28  June  2012.   http://www.rei.com/mobile.html.   61  “Ski  &  Snow  Report  App”  by  SkiReport.com.  Accessed  28  June   2012.http://itunes.apple.com/us/app/ski-­‐snow-­‐report/id300412347?mt=8. !"#$ % & ' ( ) * !"#$% &'( ))( ''+ )*( +( )( ,%-."/01$23 &( 4( '( &5( 4'( ',+ 6."78"9#$:. )-+ );( &4( '( )( &( 6"1:.3 4*( '*+ )4( ;( )( &( <"1.$%0 =( +( &>( )+( ''+ &=( ?8@8" &( =( 5( )*( )&( (*+   Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  41   for  nearly  61%  of  sales  at  the  national  level.62  Chain  stores  and  Internet   sales  account  for  roughly  20%  and  19%  of  total  sales.63  Respondents   indicated  that  ski  shops  and  sporting  goods  stores  are  the  most  common   locations  to  purchase  snowsport  equipment,  apparel,  and  accessories,  as   shown  in  Table  5-­‐2.     Respondents  preferred  ski  shops  to  sporting  goods  stores  for  purchases   of  both  equipment  (42%)  and  accessories  (37%).  Sporting  goods  stores   were  the  preferred  outlet  for  snowsports  apparel.  Internet  purchases  by   respondents  were  more  common  than  national  data  collected  by  SIA  for   equipment,  apparel,  and  accessories.  Respondents  indicated  that   approximately  one-­‐quarter  of  purchases  for  all  snowsports  items  were   executed  online.  Ski  shows,  department  stores,  ski  swaps,  and  ski  areas   generally  account  for  less  than  10%  of  sales  each.   Table 5-2. Location of snowsports equipment purchases as reported by survey respondents Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   Note:  Respondents  could  indicate  more  than  one  answer,  thus  percentages  add  up  to   more  than  100%.   The  survey  asked  respondents  to  rank  the  influence  of  13  different  media   on  their  purchases.  The  survey  instrument  did  this  in  two  separate   ways—it  asked  respondents  which  media  are  most  influential  (three   categories)  and  it  asked  respondents  to  rank  the  media.   Table  5-­‐3  shows  that  peer  reviews  were  by  far  the  most  influential  on   respondents’  equipment  purchases.  The  results  suggest  that  magazines,   vendor  websites,  online  publications,  and  retailer  notifications  are   second-­‐tier  influences.  Email  and  social  media  appear  to  be  third  tier,   while  more  traditional  sources  such  as  newspapers,  television,  and  radio   are  less  influential.  Web  sidebars  were  ranked  least  influential  by   respondents.                                                                                                                             62  61%  of  sales  represent  roughly  $2  billion  of  the  $3.3  billion  industry.  SIA  Intelligence   Report,  2011  p.  8.   63  SIA  Intelligence  Report,  2011,  p.  8. !"#$%&'() *%%+,'- *..'//0,$'/ 1#,.2+/'340.+)$0( 5#&6', 1',.'() 5#&6', 1',.'() 5#&6', 1',.'() !"#$%&'( )*+ 789 ,-* )./ )0. :;9 !"#$%12( 0.. 03/ 40 3/ 40 3/ !"#$2562 30 -/ -* 07/ 0,+ 0*/ !('58#9:$:'';%$%8'56 ,0, ,*/ ))- 7<9 ,+* )*/ <9=#96$>69;'5% ,,- ,3/ ,.* ,+/ ,,* ,3/ ?6(258@698$%8'56 ,, )/ 3- +/ .. */ !"#$%&'1 37 -/ *+ 3/ .- 4/ Page  |  42       Community  Planning  Workshop   Table 5-3. Respondent rankings of media influence on ski/snowboard equipment purchases Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   The  results  in  Table  5-­‐3  are  suggestive  of  overall  influence,  but  they  also   suggest  that  different  people  respond  to  different  media.   Table  5-­‐4  shows  how  respondents  ranked  the  different  media  against   each  other.  The  overall  rankings  are  the  same  as  in  Table  5-­‐3,  however   the  results  provide  more  detail  on  the  overall  ranking  of  the  media.   Table 5-4. Respondent rankings of media against other media on ski/snowboard equipment purchases Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.       !"#$%&'( )&*#+ ,-./0$-#1"/ 2$3&-4+)&*#+ ,-./0$-#1"/ 561'4+)&*#+ ,-./0$-#1"/ 5&#"/+ 7"-81-%* !""#$#"%&"'( )*) ++, -. ,+, /0102&3" +)- ++- +++ *4* 5"367#8'"9(&:" +*4 +). .; *4) <3=&3"8>?9=&@0:&73 +,) +A. -) *+) B":0&="#837:&C&@0:&73( +A. ;; ;, *A+ DE0&= ;A .F F) ),; G7@&0=8/"6&0 -F F4 .4 ))F H"'(>0>"# 4+ ,, .) +FF I"="%&(&73 ,- 4) F. +F- B06&7 4F ,F -. +F) J&#"@:8/0&= *- 4- -. +-A K"98G&6"90#( ++ *+ F4 ++F <:L"# ). ++ +* 4) !"#$%&'( ) * + , - . / 0 1 2$"3 !""#$#"%&"'( ))))))*+,) ))))))))*-) ))))))))+-) .+)))))))) /))))))))) .))))))))) .01. 2"345#)'"6(&7" ))))))+81) ))))))))1*) ))))))))**) .8)))))))) 8))))))))) .))))))))) .))))))))) .08* 9:;:<&3" ))))))+8.) ))))))))1*) ))))))))*-) .+)))))))) ,))))))))) +))))))))) .081 ="7:&>"#)357&?&@:7&53( ))))))+.+) ))))))))1A) ))))))))+/) .A)))))))) ..)))))))) .))))))))) .08B C3>&3")DE6>&@:7&53 ))))))+A-) ))))))))1-) ))))))))*1) .1)))))))) *))))))))) .))))))))) .))))))))) .))))))))) .0,. F5@&:>)9"4&: )))))).1B) ))))))))+-) ))))))))+1) ..)))))))) B))))))))) ,))))))))) .))))))))) .0/B GH:&> )))))).18) ))))))))8+) ))))))))+/) .*)))))))) ,))))))))) *))))))))) +))))))))) .))))))))) .0B+ =:4&5 )))))).A8) ))))))))+/) ))))))))++) .A)))))))) ,))))))))) .))))))))) .))))))))) .0BA I&#"@7)9:&> ))))))))--) ))))))))+.) ))))))))+.) 8))))))))) /))))))))) ,))))))))) .))))))))) .0B- J"'(D:D"# ))))))))--) ))))))))+8) ))))))))+,) ./)))))))) 1))))))))) 1))))))))) .))))))))) .))))))))) +0AA K">"%&(&53 ))))))))-A) ))))))))*+) ))))))))**) .A)))))))) /))))))))) .))))))))) *))))))))) +0A+ L"6)F&4"6:#( ))))))))1+) ))))))))+*) ))))))))+.) ./)))))))) /))))))))) 1))))))))) *))))))))) +08, C7M"# ))))))))*/) ..)))))))) *))))))))) .))))))))) .01A 4"3563%   Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  43   Shopping  patterns  are  important  for  retailers  and  consumers  alike,  as   higher  traffic  periods  may  change  the  staffing  requirements  for  shops  and   alter  the  shopping  experience  for  consumers.    Figure  5-­‐4  shows  that  for   34%  of  respondents,  the  best  time  of  day  to  shop  is  between  noon  and  2   pm.  Another  18%  indicated  they  preferred  between  3  pm  and  5  pm,   making  the  afternoon  the  best  time  to  shop  for  the  majority  of   respondents.   Figure 5-4. Best time of day to shop as reported by survey respondents Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   Weekends  tend  to  be  busy  for  the  snowsports  industry  –  not  only  do   most  of  Oregon  respondents  ski  or  snowboard  on  the  weekend,  but  they   also  prefer  to  shop  on  the  weekend  for  snowsports  gear.  Nearly  half   (42%)  of  the  respondents  indicated  that  Saturday  is  the  best  day  of  the   week  to  shop  for  snowsports  equipment  and  apparel,  followed  by  Sunday   with  16%  of  respondents  indicating  it  is  the  best  day  to  shop,  as  shown  in   Figure  5-­‐5.  The  best  weekday  for  respondents  to  shop  is  Wednesday   (12%).     !"# $"# %!"# %$"# &!"# &$"# '!"# '$"# (!"# $)*#+,# ')$#+,# -../#)&#+,# %!#0,#)#-../# 1)%!#0,# 20345#,.3/6/7# Page  |  44       Community  Planning  Workshop   Figure 5-5. Best day of the week to shop as reported by survey respondents Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.     !"# $"# %!"# %$"# &!"# &$"# '!"# '$"# (!"# ($"# )*+,-.*/# 0-1.*/# 23,-4.*/# 56.764.*/# 2,64.*/# 897.*/# ),7.*/#   Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  45   Key Findings • More  respondents  shopped  preseason  sales  in  October  (47%)   than  any  other  month.   • More  respondents  said  they  were  signed  up  for  alerts  from  REI   than  any  other  digital  retailer  or  skiing/snowboarding  alert   service.   • Performance  was  rated  highest  as  an  influence  on  snowsport   equipment  influences,  followed  by  price  and  brand.   • Ski  area  websites  are  the  most  commonly  visited  source  (77%)  for   current  snow/road  conditions,  followed  by  the  weather  forecast   (64%),  and  then  the  Department  of  Transportation  (37%).   • Ski  shops  are  one  of  the  most  common  places  to  purchase   snowsport  equipment  (42%),  apparel  (34%),  and  accessories   (37%).   • Sporting  goods  stores  are  also  common  places  to  purchase   snowsport  equipment  (25%),  apparel  (40%),  and  accessories   (35%).   • Digital  media,  such  as  REI  mobile  apps  and  Ski  &  Snow  Report   iPhone  application  prove  most  influential  to  respondents  when   making  purchases  and  checking  snow  or  weather  conditions.       • Peer  reviews  were  by  far  the  most  influential  on  respondents’   equipment  purchases.  Magazines,  vendor  websites,  online   publications,  and  retailer  notifications  are  second-­‐tier  influences.   Email  and  social  media  appear  to  be  third  tier,  while  more   traditional  sources  such  as  newspapers,  television,  and  radio  are   less  influential.  Web  sidebars  were  ranked  least  influential  by   respondents.   • The  best  time  of  day  for  respondents  (34%)  to  shop  is  between   noon  and  2  pm.   • Saturday  was  ranked  as  the  best  day  to  shop.       CHAPTER 6: ECONOMIC IMPACT ANALYSIS                   Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  47   CHAPTER 6: ECONOMIC IMPACT ANALYSIS   A  core  objective  of  this  study  was  to  estimate  the  economic  impacts  of   the  Oregon  ski  industry.  ECONorthwest  used  an  expenditure  approach   within  an  input-­‐output  modeling  framework  to  measure  the  economic   impacts  or  “contributions”  of  skiing  in  Oregon.  Input-­‐output  models  are   mathematical  representations  of  the  economy  and  how  different  parts   (or  sectors)  are  linked  to  one  another  (See  Appendix  C  for  a  more   detailed  description  of  input-­‐output  modeling  and  the  IMPLAN  model   used  for  this  analysis).  The  input-­‐output  modeling  relied  on  expenditures   reported  by  respondents  to  the  University  of  Oregon’s  Skier  Survey  as   inputs  into  an  economic  model  of  Oregon.  Appendix  C  also  presents   summary  tables  in  a  format  similar  to  the  economic  impact  studies   completed  by  Dean  Runyan  Associates  completed  for  Travel  Oregon.64   Economic Impact Terms and Definitions Total  economic  impacts  are  based  on  the  sum  of  direct,  indirect,  and   induced  impacts.     • Direct  impacts  consist  of  the  direct  output—i.e.,  the  proportion   of  skier  spending—that  accrues  to  Oregon  businesses,  and  the   jobs  and  income  supported  by  that  spending.     • Indirect  impacts  are  the  goods  and  services  purchased  by   businesses  that  accommodate  the  direct  spending  of  skiers  and   snowboarders.  This  spending  generates  the  first  round  of  indirect   impacts.  Suppliers  to  these  directly  affected  businesses  will  also   have  to  purchase  additional  goods  and  services.  This  spending   leads  to  additional  rounds  of  indirect  impacts.  Because  they   represent  interactions  among  businesses,  these  indirect  effects   are  often  referred  to  as  “supply-­‐chain”  impacts.   • Induced  impacts.  The  direct  and  indirect  increases  in   employment  and  income  enhance  the  overall  purchasing  power   in  the  economy,  thereby  inducing  further  consumption—and   investment—driven  stimulus.  Employees  at  the  ski  resorts,  for   example,  will  use  their  income  to  purchase  groceries  or  take  their   children  to  the  doctor.  These  induced  effects  are  often  referred   to  as  “consumption-­‐driven”  impacts.   Economic  impacts  summarize  the  changes  in  output,  personal  income,   and  employment  resulting  from  expenditures  by  skiers  in  Oregon.  The   economic  activity  attributed  to  this  spending  will  also  have  fiscal  impacts   for  state  and  local  governments.  These  impacts  will  continue  annually,                                                                                                                             64http://www.deanrunyan.com/index.php?fuseaction=Main.TravelstatsDetail&page=Oreg on   Page  |  48       Community  Planning  Workshop   but  vary  based  on  amount  of  ski-­‐related  expenditures.  Economic  impact   measures  included  in  this  analysis  are:   • Output  represents  the  value  of  goods  and  services  produced,  and   is  the  broadest  measure  of  economic  activity.   • Personal  income  (or  labor  income)  consists  of  employee   compensation  and  proprietary  income,  and  is  a  subset  of  output.   o Employee  Compensation  (wages)  includes  workers’   wages  and  salaries,  as  well  as  other  benefits  such  as   health,  disability,  and  life  insurance;  retirement   payments;  and  non-­‐cash  compensation.   o Proprietary  Income  (business  income)  represents  the   payments  received  by  small-­‐business  owners  or  self-­‐ employed  workers.  Business  income  would  include,  for   example,  income  received  by  private  business  owners,   doctors,  accountants,  lawyers,  etc.   • Jobs  include  both  full-­‐  and  part-­‐time  employment.     • Fiscal  impacts  include  business  taxes  incurred  during  production;   personal  income  taxes;  social  insurance  (employer  and  employee   contributions)  taxes;  and  various  other  taxes,  fines,  licenses,  and   fees  paid  by  businesses  and  households.   The  University  of  Oregon’s  Community  Service  Center  conducted  a  survey   of  skiers  for  the  2010-­‐2011  ski  season  (the  Skier  Survey).  ECONorthwest   used  skier  expenditure  data  from  this  survey  and  the  IMPLAN  economic   impact  modeling  software  to  measure  the  economic  impacts  of  the  ski   industry  in  Oregon.  The  Skier  Survey  provided  the  direct  expenditures  on   ski  equipment,  travel  to  and  from  ski  destinations,  and  while  at  ski   destinations.  The  Skier  Survey  captured  skier  spending  for  the  following   three  categories:  (1)  ski  equipment,  (2)  day  skiers,  and  (3)  destination   skiers.   • Spending  on  ski  equipment  includes  skier  spending  on   skis/snowboards,  boots,  clothing,  accessories  and  rentals.   • Spending  by  day  skiers  consists  of  spending  on  and  off  the   mountain  by  skiers  travelling  locally  or  regionally  whose  visit  to  a   ski  area  would  not  require  lodging.     • Spending  by  destination  skiers  includes  spending  on  and  off  the   mountain  by  vacation  skiers  who  require  overnight   accommodations.   Direct Economic Impacts The  first  step  in  the  analysis  was  to  develop  an  estimate  of  direct   economic  impacts.  The  data  for  direct  economic  impacts  is  taken  directly     Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  49   from  the  Oregon  Skier  Survey.  CPW  divided  out  day  and  destination   impacts  based  on  responses  to  questions  about  destination  visits.   Table  6-­‐1  reports  a  summary  of  skier/snowboarder  totals.  Based  on  2010-­‐ 11  total  visits  (1.94  million)  and  the  average  annual  visits  per  skier,  CPW   estimates  that  there  are  more  than  178,000  active  skiers/snowboarders   in  Oregon.  Total  visits  are  from  the  NSAA  report  and  represent  all  visits   reported  to  all  Oregon  ski  areas  during  the  2010-­‐11  season.  Day  and   destination  visits  were  estimates  based  on  survey  responses  and  the   analysis  presented  in  Chapter  4.  Seventy-­‐eight  percent  of   skier/snowboarder  visits  in  2010-­‐11  (1,561,030  visits),  while  about  22%  of   all  skier/snowboarder  visits  (403,653)  during  the  2010-­‐11  season  were   destination  visits.   Table 6-1. Skier visits by category, 2010-2011 season Source:  NSAA,  estimate  of  day  and  destination  visits  by  University  of  Oregon  Skier     Survey,  2010-­‐2011  ski  season   Table  6-­‐2  reports  total  spending  for  the  three  major  skier/snowboarder   expenditure  categories.  Direct  economic  impacts  for  the  2010-­‐11  ski   season  totaled  more  than  $311  million.   Table 6-2. Estimated total direct ski spending, by expenditure category, 2010-2011 season Source:  University  of  Oregon  Skier  Survey,  2010-­‐2011  ski  season   The  remainder  of  this  section  describes  each  of  the  expenditure   categories  in  more  detail.   !"#$%&'( )*+$',-+.+#. Total number of skiers 178,608 Number of day visits 1,561,030 Number of destination visits 403,653 Total visits 1,964,683 !"#$%&'()*$+,-($./*0 1/(-2++3#$%&'%. Ski equipment $49,586,902 Day skiers Off mountain $67,272,925 On mountain $71,435,384 Total day skiers $138,708,310 Destination skiers Off mountain $68,472,107 On mountain $54,477,061 Total destination skiers $122,949,168 Total all categories $311,244,379 Page  |  50       Community  Planning  Workshop   Equipment Expenditures The  vast  majority  of  respondents  (91%)  own  their  own  equipment.  Only   9%  of  respondents  indicated  they  rent  equipment.  Two-­‐thirds  of   respondents  (68%)  indicated  that  they  shopped  online  for  ski/snowboard   equipment  and  accessories.   Table  6-­‐3  summarizes  expenditures  on  ski  equipment  and  accessories  for   the  2010-­‐11  season.  Respondents  said  that  they  spent  an  average  of   $277.63  on  ski  equipment  during  the  2010-­‐2011  season,  as  shown  in   Table  6-­‐3.  Skis  and  snowboards  represented  approximately  41%  of   sales—$112.70  per  person.  The  next  highest  spending  category  is   clothing,  with  respondents  spending  $78.18  per  person.  Boots  came  in   third  with  households  spending  $48.38  per  person.     The  results  show  that  total  direct  economic  impact  from  equipment   expenditures  is  more  than  $49.5  million.   Table 6-3. Spending on ski equipment and accessories, 2010-2011 season Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   Estimated Day Skier/Snowboarder Expenditures Table  6-­‐4  shows  direct  economic  impacts  of  day  skiers/snowboarders  for   the  2010-­‐11  ski  season.  Direct  economic  impacts  from  day   skier/snowboarder  expenditures  totaled  $138.7  million  for  the  2010-­‐11   ski  season.  Approximately  48%  of  total  day  skier/snowboarder   expenditures  were  off-­‐mountain  (on  services  that  support  the   ski/snowboard  industry),  while  52%  is  on  mountain.   Respondents  said  that  they  spent,  on  average,  $88.86  per  person,  per  day   for  on-­‐  and  off-­‐mountain  goods  and  services.  Looking  more  closely  at  off-­‐ mountain  expenditures,  skiers  reported  spending  about  $43.10  per   person  per  day  for  related  support  services.  This  equates  to  a  direct   economic  impact  of  $67.2  million.  More  than  one-­‐third  of  off  mountain   expenditures  were  on  fuel  and  transportation.     Respondents  spent  slightly  more  per  person,  per  day,  at  the  mountain.   On-­‐mountain  expenditures  totaled  $71.4  million,  or  $45.76  per  person   per  day.  About  two-­‐thirds  of  on-­‐mountain  expenditures  are  for  lift  tickets   ($33.52  per  person  per  day).   !"#$%&'( )&**"'+ ,$'-$.# )&**"'+ ,$'-$.# !"#$%!&'()'*+, --./012333333 4-5 .16-.7688923333333 4-5 :'';$ 49/89233333333 -05 96<4-6<1=2333333333 -05 >?';@#&A 09/-9233333333 .95 -867<.60-<23333333 .95 BCCD$$'+#D$ .9/<-233333333 -15 =6--164192333333333 -15 ED&;*?$ 7/0<23333333333 45 -604.698=2333333333 45 /&#"* 0112345666666 7889 :;<=>3<;8056666666 7889 ,$'6,$'+&. /&#"*6?@A$.BC#D'$+   Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  51   Table 6-4. On- and off-mountain day skier expenditures, 2010-2011 season Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   Estimated Destination Skier/Snowboarder Expenditures Table  6-­‐5  shows  direct  economic  impacts  from  destination   skier/snowboarder  expenditures  for  the  2010-­‐11  season.  Direct  economic   impacts  from  destination  skier/snowboarder  expenditures  totaled  $122.9   million  for  the  2010-­‐11  ski  season.  Approximately  56%  of  total  day   skier/snowboarder  expenditures  occur  off-­‐mountain  (on  services  that   support  the  ski  industry—$68.5  million),  while  44%  occur  on  mountain   ($54.5  million).   Respondents  said  that  they  spent,  on  average,  $304.59  per  person,  per   day  for  on-­‐  and  off-­‐mountain  goods  and  services  during  destination  visits.   Looking  more  closely  at  off-­‐mountain  expenditures,  skiers  reported   spending  about  $169.63  per  person  per  day  for  related  support  services.   This  equates  to  a  direct  economic  impact  of  $68.5  million.  More  than  42%   of  off-­‐mountain  expenditures  were  on  lodging.     Respondents  spent  less  per  person,  per  day,  at  the  mountain  during   destination  visits.  On-­‐mountain  expenditures  totaled  $54.5  million,  or   $134.96  per  person  per  day.  More  than  50%  of  on-­‐mountain   expenditures  were  for  lift  tickets.     !"#$%&'( )&**"'+ ,$'-$.# )&**"'+ ,$'-$.# /0012&3.#"4.156377&'#16$'84-$+9 !"#$%&'()*+,'&(&-,) ./0/1233333333 .45 6789.68:/923333333 .45 !,,;%<#=#'(>#* .:0?1233333333 .65 .18..@8?9923333333 .65 A#)&($3#B"-+C#)& 106623333333333 45 ..86168??/23333333 45 D)&#'&(-)C#)& @0::23333333333 15 ?89@78.4.2333333333 15 E&F#' 909723333333333 75 /86:@81@72333333333 75 63:#&#"* ;<=>?@11111111 ;AB CDEFDFEGFH@1111111 ;AB /.12&3.#"4. 3 3 !,,;%;'-)G @0:623333333333 15 ?87:.8@./2333333333 15 A#)&($* .04:23333333333 65 684:18?4.2333333333 65 H-I&3J-KG#&* 990/6233333333 945 /6896789.?23333333 945 LG-3*KF,,$ .0?923333333333 65 98:.@8:@@2333333333 65 A#&(-$3*F,+ .09:23333333333 .5 68:978@7@2333333333 .5 E&F#' .0.?23333333333 .5 .84/:81/12333333333 .5 63:#&#"* ;H=DC@11111111 HFB D>E;??B >?@1111 >??B ,$'1,$'+&. I&#"*1LM7$.N4#3'$+ Page  |  52       Community  Planning  Workshop   Figure 6-5. Destination visitor spending (per person, per day), 2010-2011 season Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   Economic And Fiscal Impacts Results This  section  presents  the  results  of  the  IMPLAN  economic  impact   modeling  conducted  by  ECONorthwest.65  The  modeling  is  based  on  the   direct  economic  impact  data  reported  by  respondents  to  the  Oregon  Skier   Survey.   Table  6-­‐6  summarizes  the  economic  impacts  of  the  ski/snowboard   industry  in  Oregon  across  all  spending  categories.  The  total  economic   impacts  associated  with  the  ski  industry  in  Oregon  consist  of  $481.6   million  in  output,  including  $194.4  million  in  personal  income,  and  6,772   jobs.                                                                                                                             65  ECONorthwest  used  economic  impact  modeling  techniques  to  measure  the  linkages   between  this  spending  and  other  industry  sectors  of  the  state  economy.  The  analysis  did   not  measure  potential  counterfactual  scenarios  that  consider  how  skiers  would  have   allocated  their  money  had  the  ski  resorts  not  have  been  present,  or  how  the  resorts  could   potentially  divert  spending  away  from  other  Oregon  businesses,  (in  economics,  this  is   referred  to  as  a  “substitution  effect”).   !"#$%&'()&*)+,-$./0#1'$ 2&33"'4 5$'6$.# 2&33"'4 5$'6$.# 7**89&1.#"0.)+,-$./0#1'$4 !"#$%&$ '()*+,-------- ./0 .*1+./1((2,------- ./0 3456%78$%95: (+)2;,-------- 20 /1(;;1<(2,--------- 20 =>%&? (<)22,-------- <0 @1(;'1'.@,--------- <0 A467:89""# .*)*(,-------- (+0 (.1+'.1/<@,------- (+0 B&54>56%&C4&5 @)+2,---------- .0 .1/221..(,--------- .0 D?%-4EF%GC4&5 .)<*,---------- (0 (1+/21*;@,--------- (0 HF4785>6&:G">5 2+)<;,-------- (+0 (.12/<12.<,------- (+0 D?%->4&567: .)+*,---------- (0 ;//1//.,----------- (0 I5J4> +);.,---------- +0 22.12.<,----------- +0 :1;#&#"3 <=>?=@A)))))) B=C =DEFGHE%&? 2<)@/,-------- (.0 (/12;/1<;+,------- (.0 34&567: <).(,---------- .0 .1(+21/**,--------- .0 !%95-K%L?45: @*);<,-------- .20 .;1(*<1*'2,------- .20 D?%-:LJ""7 /)@+,---------- .0 (1;<'1//',--------- .0 3456%7-:J"G *)(+,---------- 20 21@'/1@*+,--------- 20 I5J4> (+)<@,-------- 20 /1.@+1;'.,--------- 20 :1;#&#"3 <@F?>=A)))))) FFC BFEFGGEI=A)))))) F>E<=DA)))) ?3:6#@9($63,>A($'$($)7 *+/,04/,... *B,/4/,... ;1 <#9C) *10,+-4,... *41,0;-,... +,40B D)#E$%) *8/+,800,... *+0;,18/,... /,.-; F6E)#3@)3( *1,4--,... *8,-/+,... 4+ 80&%4' 9:;<=>?<=@@@ 9=CC? !"#$%&'%($)$*+$ ,-&+*. !"#$"#%&'($#")*&+(%,-(-*.*-',-+ /012341222 5#"$'#&6(&%7'+ /0410881222 9,:";'(&%7'+ /<14==1222 >&?'#(&%7'+ /413@A1222 B''+(%,-("&?'#(,",C&%7'+ /<13341222 D":*%E(*,+F#%,:'(&%7'+ /G831222 H"&%E(D&%&'(%,-(I":%E /G=1=3@1222   Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  55   Table 6-9. Economic impacts from the ski industry in Oregon, by major expenditure category, 2010-2011 season Sources:  ECONorthwest  using  IMPLAN  and  skier  expenditure  data  from  the  University  of  Oregon  Skier   Survey,  2010-­‐2011  ski  season.   Ski equipment manufacturing in Oregon Manufacture  of  snowsports  equipment  makes  significant  economic   contributions,  but  estimating  the  economic  impacts  with  any  degree  of   precision  is  difficult.  Athletic  &  Outdoor  Gear  and  Apparel  has  been   identified  by  the  Oregon  Business  Council  in  their  2010  Business  Plan66  as   an  “innovative  industry  cluster.”  Athletic  &  Outdoor  Gear  and  Apparel   encapsulates  equipment  needed  for  participation  in  a  variety  of  outdoor   sports,  including  skiing  and  snowboarding.  The  presence  of  this  cluster  is   evident  in  Oregon,  especially  those  high-­‐profile  firms  such  as   manufacturers  Nike,  Columbia,  and  Adidas,  all  of  whom  are  based  and   have  locations  in  Portland.   As  noted  by  a  white  paper  prepared  for  the  Portland  Development   Commission,  the  Oregon  Business  Development  Department,  and  the   Oregon  Business  Council,  Oregon’s  Athletic  &  Outdoor  Gear  and  Apparel   cluster  is  comprised  of  more  than  300  firms,  employing  in  excess  of   14,000  Oregonians.  Additionally,  the  cluster  captures  about  3,200  self-­‐ employed  individuals  with  sales  totaling  approximately  $100  million   annually.67  The  cluster  was  prioritized  in  four  initiatives  of  the  2011   Oregon  Business  Plan  to  help  grow  existing  businesses  in  this  cluster,  as   well  as  attract  new  businesses  of  this  kind  to  Oregon.68  Specifically,                                                                                                                             66  “Oregon  Business  Plan,”  2010.  http://www.oregonbusinessplan.org/Industry-­‐ Clusters/About-­‐Oregons-­‐Industry-­‐Clusters/Athletic-­‐Outdoor-­‐Gear-­‐and-­‐Apparel.aspx,   Accessed  16  July  2012.   67  Cortright,  Joseph.  Impresa  Economics,  “Athletic  and  Outdoor  Industry  Cluster:  A  White   Paper”  2010.   68  “Oregon  Business  Plan  Summary,”  2011   http://www.oregonbusinessplan.org/LinkClick.aspx?fileticket=S9IUs2NzNP0%3d&tabid=1 46,  Accessed  18  July  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age  |  56       Community  Planning  Workshop   Sporting  and  Athletic  Goods  Manufacturing,  as  reported  under  NAICS   code  33992  within  Oregon,  is  comprised  of  70  business  units,  in  total   providing  covered  wages  of  $39.8  million,  and  an  average  annual  covered   employment  of  1,017.69   Twenty-­‐seven  member  companies  of  Snowsports  Industries  of  America   are  based  in  Oregon,  evidence  of  a  robust  manufacturing  base  for   snowsports  companies  throughout  the  nation.70    The  strength  of  this   cluster  in  Oregon  “is  tightly  bound  up  in  the  skills,  interests,  and  values  of   its  workers,  and  the  strong  interconnections  with  the  local  tendencies  for   active  living,  sustainability,  and  innovation”  present  in  this  state.71   Data  cannot  be  disaggregated  to  derive  conclusive  information  regarding   employment  or  economic  impact  of  the  companies  represented  by  this   cluster  specifically  for  snowsports-­‐related  manufacturing.  Because  the   snowsports  area  sub-­‐group  is  undifferentiated  in  collection  of   manufacturing  data  from  parent  companies  in  Oregon,  concrete   determination  of  economic  impacts  from  this  sector  presents  a  variety  of   challenges.  To  accurately  portray  the  contribution  of  manufacturing  to   the  larger  discussion  of  economic  impacts  presented  in  this  study,  a  direct   survey  of  snowsport  equipment  and  apparel  manufacturers  in  Oregon   would  be  required  to  ascertain  employment  and  revenue  derived   specifically  from  the  manufacture  of  snowsports  equipment  and  apparel.                                                                                                                               69  Oregon  Employment  Department,  Worksource  QualityInfo.org,   http://www.qualityinfo.org/olmisj/CEP?action=industry&indtype=N&areacode=01000000 &indcode=50C313399200  Accessed  17  June  2012.   70  “SIA  Snowsports  Directory”  January  2012,   http://www.snowsports.org/gatekeeper/gatekeeper.asp?id=316   71  Cortright,  Joseph.  Impresa  Economics,  “Athletic  and  Outdoor  Industry  Cluster:  A  White   Paper”  2010.   Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  57   Key Findings • Based  on  2010-­‐11  total  visits  (1.94  million)  and  the  average   annual  visits  per  skier,  CPW  estimates  that  there  are  more  than   178,000  active  skiers  in  Oregon.   • Seventy-­‐eight  percent  of  skier  visits  in  2010-­‐11  (1,561,030  visits)   were  day  visits,  while  about  22%  of  all  skier  visits  (403,653)   during  the  2010-­‐11  season  were  destination  visits.   • Direct  economic  impacts  for  the  2010-­‐11  ski  season  totaled  more   than  $311  million.   • Total  direct  economic  impact  from  equipment  expenditures  is   more  than  $49.5  million.   • Direct  economic  impacts  from  day  skier/snowboarder   expenditures  totaled  $138.7  million  for  the  2010-­‐11  ski  season.   Approximately  48%  of  total  day  skier/snowboarder  expenditures   were  off-­‐mountain  (on  services  that  support  the  ski  industry),   while  52%  is  on  mountain.   • Direct  economic  impacts  from  destination  skier/snowboarder   expenditures  totaled  $122.9  million  for  the  2010-­‐11  season.   Approximately  56%  of  total  destination  skier/snowboarder   expenditures  are  off-­‐mountain  (on  services  that  support  the  ski   industry-­‐-­‐$68.5  million),  while  44%  is  on  mountain  ($54.5  million).   • The  total  economic  impacts  associated  with  the  ski/snowboard   industry  in  Oregon  consist  of  $481.6  million  in  output,  including   $194.4  million  in  personal  income,  and  6,772  jobs.   • Total  fiscal  impacts  of  the  Oregon  ski/snowboard  industry  in   2010-­‐11  were  just  under  $40  million.  Property  tax  impact  makes   the  biggest  contribution  to  state  and  local  fiscal  impacts.  The  next   biggest  revenue  source  is  income  tax  at  $8.7  million.       CHAPTER 7: PERCEPTIONS OF SUSTAINABILITY         Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  59   CHAPTER 7: PERCEPTIONS OF SUSTAINABILITY   As  a  strong  economic  sector  in  Oregon  with  a  significant  representation   of  recreational  visitors  to  Oregon’s  national  forests  and  other  public  land,   the  ski  and  snowboard  industry  is  confronted  with  the  challenge  of   becoming  more  sustainable.  Oregon  currently  hosts  12  active  ski  areas,   11  of  which  are  located  on  National  Forest  System  land  and  are  permitted   by  the  USDA-­‐FS.   Congress  favors  ski  areas,  recognizing  their  role  as  economic  drivers  for   many  rural  communities  through  policy  at  the  national  level,  most   recently  in  November  of  2011  with  the  “Ski  Area  Recreational   Opportunity  Enhancement  Act  of  2011.”  Revisions  included  the  expansion   of  summer  recreational  activities,  such  as  zip  lines,  mountain  bike  terrain   parks  and  trails,  and  Frisbee  golf  courses  on  public  lands  already   permitted  to  ski  areas.  Though  many  have  been  capitalizing  and/or   relying  on  summer  visitors  for  years,  opportunities  exist  for  economic   development  of  special  use  permitted  land,  much  of  which  has  a  smaller   “footprint”  than  resource  extraction  activities.  By  allowing  ski  areas  to   operate  as  recreational  facilities  year-­‐round,  concerns  focus  on  greater   impacts  exerted  on  permitted  areas  by  recreational  activities.   As  outdoor  recreation  enthusiasts,  skiers  and  snowboarders  depend   greatly  on  weather  in  order  to  participate  in  snowsports.72  Of  the  486  ski   areas  operating  nationally  in  2010-­‐11,  180  or  37%  of  ski  areas  currently   subscribe  to  the  “Sustainable  Slopes”  Environmental  Charter  enacted  in   2000.  Eight  of  Oregon’s  twelve  ski  resorts  signed  up  as  charter  members   of  Sustainable  Slopes,  promising  to  address  the  issues  surrounding   sustainability,  climate  change,  and  the  impact  their  operations  had  on  the   future  of  snowsports.  Sustainable  Slopes  defines  ski  area  sustainability   through  twenty-­‐one  criteria  ranging  from  habitat  protection  and   preservation  of  watershed  resources,  to  addressing  issues  related  to   energy  efficiency,  climate  change,  and  other  environmental  policies  and   practices.  These  criteria  provide  a  wide  spectrum  of  environmentally-­‐  and   conservation-­‐oriented  tactics  that  contextualize  sustainability  within  the   snowsports  industry.  Though  conceptions  vary  regarding  the  purpose  of   sustainability  practices,  many  of  the  Sustainable  Slopes  tactics  provide   benefits,  both  financial  and  otherwise,  beyond  their  primary   environmental  orientation.       Questions  posed  to  respondents  centered  on  a  range  of  facets  that   contribute  to  sustainability.  Respondents  to  this  survey  were  not  given  an   explicit  definition  of  sustainability,  rather  the  survey  allowed  for                                                                                                                             72  “Ski  areas  operate  within,  and  are  dependent  on,  natural  systems  including  ecological,   climatic  and  hydrological  systems.  These  dynamic  systems  can  affect  our  operations,  just   as  we  affect  them.  We  are  committed  to  working  with  stakeholders  to  help  understand   and  sustain  the  diversity  of  functions  and  processes  these  systems  support”  Sustainable   Slopes,  2005,  p.  5.   Page  |  60       Community  Planning  Workshop   responses  based  on  one’s  own  interpretation.  CPW’s  questions  addressed   the  value  ski  resorts  in  Oregon  provide  as  a  component  of  public  lands   and  the  national  forest  system.  From  the  responses  garnered,  this  report   speaks  to  the  perceived  roles  ski  areas  assume  in  Oregon.  CPW’s   questions  did  not  address  actual  efforts  ski  areas  may  be  making  toward   sustainable  operations.       Given  the  complex  nature  of  public  land  uses,  particularly  as  it  relates  to   the  permitting  and  operation  of  ski  areas,  this  chapter  explores  how  the   Oregon  skier  population  perceives  the  ski  industry,  the  role  ski  areas  play   in  the  management  of  public  land,  and  the  importance  of  sustainability  to   Oregon  snowsports  participants.  CPW  structured  the  survey  to  broadly   assess  Oregon  snowsports  participants’  perceptions  of  the  role  of  the   ski/snowboard  industry  in  their  state,  providing  the  basis  for   understanding  how  sustainability  factors  into  skiers’  and  snowboarders’   decision-­‐making.  Ultimately,  the  results  of  this  study  indicate  that  the   topic  of  sustainability  within  the  ski  industry  is  an  area  deserving  more   attention.  Future  research  is  needed  to  explore  opportunities  to  promote   ski  area  operations  as  a  sustainable  economic  asset  in  Oregon.   Skier/Snowboarder Perceptions Responses  shown  in  Table  7-­‐1  provide  a  summary  Oregon   skiers/snowboarders’  perception  of  Oregon  ski  areas.  About  85%  of   respondents  agreed  or  strongly  agreed  skier  areas  complement  other   recreational  opportunities  in  national  forests.  Nearly  76%  of  respondents   strongly  agreed  or  strongly  agreed  that  ski  areas  in  Oregon  add  to  the   state’s  economic  base,  second  in  overwhelming  support  only  to  ski  areas   as  complementary  recreation  opportunities  in  the  national  forest.   Respondents  were  hesitant  to  disagree  with  any  of  the  perceived  roles   attributed  to  Oregon  ski  areas,  representing  no  more  than  9%  of  any   response.     Table 7-1. Perceived Role of Ski Areas in Oregon Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   With  nearly  all  of  Oregon’s  ski  areas  operating  on  public  land,  land   management  that  appropriately  balances  public  interests  with  ecosystem   health  and  economic  pressures  becomes  pertinent  to  ski  area  operations.   Results  represented  in  Table  7-­‐1  explain  that  ski  areas’  role  providing   !"#$ %&'"()#*+ ,-./)'$$ ,-./)'$$ 0$-&1$'+ 2)'$$+("'+ ,-./)'$$ 2)'$$ %&'"()#*+ 2)'$$ !"#$%&'%($)&*+#,'$'-+#&*-.'-/%0$ (/'1%&,(2#) 34 54 674 345 894 !"#$%&'%($:*.)0'.'-/$*/2'&$&':&'%/#*-%0$ *))*&/;-#/#'($#-$<%/#*-%0$=*&'(/( 84 34 884 665 6>4 !"#$%&'%($.%%-?'$);@0#:$0%-,$#-$/2'$);@0#:$ #-/'&'(/ 34 A4 334 765 374 !"#$%&'%($B;0B#00$/2'$<%/#*-%0$=*&'(/$ !'&+#:'C($.#((#*- 84 D4 664 385 374 !"#$%&'%($?'-'&%/'$&'+'-;'$B*&$/2'$!/%/'$ *B$E&'?*- 84 64 894 6A4 345   Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  61   management  of  public  land  is  well  agreed  upon.  With  nearly  70%  of   respondents  agreeing,  participants  reinforce  the  relationship  of  USDA  –   FS  special  use  permits  with  a  multiple-­‐use,  land  management  ethic  and   progressive  best  management  practices.   To  provide  environmental  stewardship  of  permitted  public  land  for  ski   area  operations,  ski  areas  often  consider  the  implications  of  their   operations  on  surrounding  areas.  Decision-­‐making  structures  and   standard  operating  procedures  are  bound  by  environmental  legislation,   but  have  the  ability  to  steward  operational  choices  that  protect   ecosystems.  Though  more  than  34%  of  Oregon  skiers  and  snowboarders   do  not  feel  strongly  either  way,  overall  agreement  of  more  than  58%  of   participants  believe  that  it  is  the  ski  areas’  role  to  provide  environmental   stewardship.   Importance of Sustainability Parallel  to  responses  summarized  by  Table  7-­‐1,  84%  of  respondents  said   that  sustainability  is  either  very  important  or  important  to  them   personally—sustainability  can  be  identified  as  a  core  tenant  of  Oregon   skiers  and  snowboarders,  as  shown  in  Figure  7-­‐1.   Figure 7-1. Importance of sustainability to respondents Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   In  search  of  a  valued  ski/snowboard  experience  and  satisfaction  of   individual  needs,  patrons  of  a  ski  resort  may  wish  to  feel  aligned  with  a  ski   area’s  management  norms.  Figure  7-­‐2  summarizes  the  influence   operational  norms  have  on  decision-­‐making.  By  specifically  looking  at  the   likelihood  of  frequenting  a  particular  ski  area  based  on  its  operations   policies,  the  importance  of  environmentally  aware  operations  in  Oregon   skier/snowboarder  decision-­‐making  is  significant.  More  than  67%  of   respondents  indicated  that  they  would  be  very  likely  or  likely  to  patronize   a  ski  resort  based  on  its  environmentally  conscious  policies  and   operations.   !"# $!"# %!"# &!"# '!"# (!"# )*+#,-.*/+01+# 2*-3450+#617-.*/+01+# )37+53/#,-.*/+01+#1*/#617-.*/+01+# ,-.*/+01+# 83/9#,-.*/+01+# Page  |  62       Community  Planning  Workshop   Figure 7-2. Likelihood of patronizing a ski area based on environmentally conscious policies and operations Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   Sustainable Slopes The  National  Ski  Areas  Association’s  Sustainable  Slopes  Program  has  a   presence  in  Oregon,  despite  nearly  83%  of  Oregon  skiers  and   snowboarders’  unfamiliarity  with  the  initiative,  as  shown  in  Figure  7-­‐3.     Figure 7-3. Familiarity with Sustainable Slopes Source:  Community  Planning  Workshop,  Ski  Oregon  Economic  Impact  Study,  2012.   !"# $"# %!"# %$"# &!"# &$"# '!"# '$"# (!"# ($"# )*+,#-./01*/,# -./01*/,# 2*034*+#501*/,#6+#-./01*/,# 501*/,# )*+,#501*/,# !"# $!"# %!"# &!"# '!"# (!"# )!"# *!"# +,-#./0121/3# +41-543#./0121/3#6,3#768/0121/3# ./0121/3#   Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  63   The  eight  charter  member  ski  areas  of  the  Sustainable  Slopes  Program  in   Oregon  are:   • Anthony  Lakes   • Mt.  Ashland   • Mt.  Bachelor   • Hoodoo   • Mt.  Hood  Meadows   • Mt.  Hood  Skibowl   • Timberline   • Willamette  Pass   Many  respondents  reported  one  of  these  eight  ski  areas  as  the  ski  area   they  visited  most  often  and/or  their  favorite  ski  area.  Respondents  who   were  more  likely  to  consider  environmentally  conscious  operations  in   their  decision-­‐making  were  three  times  less  likely  to  be  familiar  with  the   Sustainable  Slopes  Program.  Similarly,  respondents  who  indicated   sustainability  is  important  to  them  personally  were  over  three  times  less   likely  to  be  familiar  with  the  Sustainable  Slopes  Program.   Implications The  evidence  presented  here  suggests  that  skiers  and  snowboarders  in   Oregon  will  positively  respond  to  environmentally  oriented  operational   changes  (sometimes  called  “sustainable  business  practices”).  Not  only   could  regionally-­‐competitive  ski  areas  (ski  areas  in  proximity  to  the  same   gateway  community)  use  these  sustainable  business  practices  to  reduce   waste,  save  money,  and  gain  market  share  against  their  competitor;  they   may  also  be  able  to  establish  greater  participant  loyalty.   With  a  passion  for  both  snowsports  and  environmental  resources,  the   results  of  this  study  show  that  Oregon  participants  want  to  know  that   their  ski  area  is  “doing  its  part”  in  protecting  environmental  resources.   Desiring  a  more  positive  experience,  skiers  and  snowboarders  are  seeking   superior  value  in  their  ski  area’s  operations,  in  keeping  with  their   preferences  to  conserve  environmental  resources.  As  respondents   indicated,  ski  areas  provide  complementary  recreational  opportunities  to   other  uses  of  national  forest  in  Oregon;  skiers  and  snowboarders  are   looking  for  ways  to  maintain  the  availability  of  these  opportunities   without  damaging  the  future  opportunities  of  future  generations.  Not   only  do  Oregon  skiers  and  snowboarders  have  a  desire  to  preserve   environmental  resources,  but  they  may  also  seek  to  assure  the   continuation  of  Oregon’s  rich  ski  tradition.     Page  |  64       Community  Planning  Workshop   Key Findings • Sustainability  is  important  or  very  important  to  84%  of   respondents.   • Eighty-­‐five  percent  of  respondents  believe  that  ski  areas   complement  other  recreational  activities  in  the  national  forest.   • Just  under  70%  of  respondents  perceive  ski  areas  to  manage   public  land  in  the  public  interest.   • Nearly  61%  of  respondents  agree  that  ski  areas  fulfill  the  National   Forest  Service’s  mission.   • Over  three-­‐quarters  of  respondents  perceive  ski  areas  to   generate  revenue  for  the  state  of  Oregon.   • Fifty-­‐eight  percent  of  respondents  perceive  ski  areas  to  provide   environmental  stewardship.   • Over  67%  of  respondents  indicated  that  they  would  be  more   likely  to  patronize  a  ski  resort  based  on  its  environmentally   conscious  policies  and  operations.   • Eight  of  Oregon’s  12  ski  areas  are  charter  members  of  the   National  Ski  Areas  Association’s  Sustainable  Slopes  Program   • Eighty-­‐three  percent  of  respondents  were  not  familiar  with   Sustainable  Slopes  Program.     Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  65   APPENDIX A: SURVEY METHODOLOGY   Appendix  A  describes  of  the  methods  used  to  develop  and  administer  the   Oregon  Skier  Survey.     CPW  developed  and  administered  an  online  survey  that  was  intended  to   develop  a  detailed  “profile”  of  Oregon  skiers  and  snowboarders.  That   profile  includes  information  about  visitation,  shopping,  and  expenditure   behaviors.     Sampling  of  snowsports  participants  poses  challenges  due  to  the  nature   of  skiing  and  snowboarding.  In  the  interest  of  weighing  quality  and   randomness  of  responses,  convenience  to  respondents  (e.g.,  limiting   interruption  of  skiers  and  riders  during  their  activities),  ease  of   distribution,  weather  conditions,  human  resources,  and  ease  of  collecting   information,  CPW  administered  the  survey  online.  To  solicit  responses,   potential  respondents  received  an  email  with  a  link  requesting  them  to   respond  to  the  survey.   The  goal  of  the  survey  sampling  was  to  obtain  a  representative  sample   (i.e.,  statistically  valid)  of  visitors  to  all  13  Oregon  ski  areas  during  the   2011-­‐12  season.  In  obtaining  a  statistically  valid  sample,  the  findings  may   be  generalized  to  represent  the  whole  population  of  Oregon   skiers/snowboarders.       Sampling A  random  sample  Oregon  skiers  and  snowboarders  was  achieved  via  two   methods:     • For  larger  ski  resorts  respondents  were  randomly  selected  from   ski  area  email  distribution  lists  provided  by  area  staff  and   contacted  by  email;     • For  smaller  resorts,  skiers  were  asked  to  participate  at  the  lift   ticket  window  by  offering  their  email  address  on  business  reply   postcards,  which  were  returned  to  the  UO.  Potential  respondents   were  then  contacted  via  email  to  complete  the  survey.     Oregon’s  twelve  operating  ski  areas  were  invited  to  participate  in  the   sampling  phase.  Mt.  Hood  Meadows,  Timberline,  and  Hoodoo  supplied   CPW  with  email  lists.  Ski  Bowl  and  Mt.  Bachelor  randomly  sampled   approximately  1,000  guests  through  their  proprietary  visitor  lists.  Cards   were  distributed  at  Willamette  Pass,  Mt.  Ashland,  Anthony  Lakes,  and  Cat   Ski  Mt.  Bailey.  Spout  Springs  and  Warner  Canyon  were,  as  a  result  of  the   snow  conditions,  were  unable  to  open  for  the  majority  of  the  season.   Cooper  Spur’s  sample  was  combined  with  Mt.  Hood  Meadows  as  their   operations  are  managed  together.   Page  |  66       Community  Planning  Workshop   To  broaden  sample  coverage,  CPW  obtained  email  lists  of  season  pass   holders,  skiers  who  purchased  their  tickets  online,  ski  team/club   members,  and  e-­‐news  alert  email  lists.  Area  operations  staff  provided   CPW  with  approximately  1,000-­‐3,000  email  addresses,  no  more  than  half   of  which  were  season  pass  holders.  Ski  areas  participating  in  this  part  of   the  sampling  included  Mt.  Hood  Meadows,  Mt.  Hood  Ski  Bowl,  Hoodoo,   and  Timberline).  CPW  then  selected  a  random  sample  from  each  ski   area’s  list  with  the  objective  of  obtaining  a  sample  ratio  for  each  ski  area   that  was  relative  to  the  share  of  skier  visits  from  the  2010-­‐11  season,  as   reported  by  the  Pacific  Northwest  Ski  Areas  Association.       For  those  individuals  who  frequented  smaller  Oregon  ski  areas,  every   tenth  skier  or  rider  who  purchased  a  lift  ticket  was  asked  to  participate  at   the  point  of  sale  by  offering  their  email  address  on  pre-­‐addressed   business  reply  postcards.  Skiers  had  the  option  to  complete  the  postcard   and  mail  it  back,  or  to  provide  them  to  lift  ticket  sales  staff  who  returned   the  postcards  to  CPW.   Table  A-­‐1  shows  a  comparison  of  the  number  of  responses  compared  to   the  number  of  skier  visits  in  the  2010-­‐11  season  (final  skier  counts  from   the  2011-­‐12  season  were  not  available  at  the  time  this  report  was   completed).     Table A-1. 2010-11 Ski Area Visits to Responses Note:  Data  from  the  2011-­‐12  season  were  not  available  at  the  time  this  report  was   completed.  Spout  Springs  and  Warner  Canyon  did  not  operate  during  the  2011-­‐12  season.     NR  =  not  reported   A  key  concern  of  organizations  that  conduct  surveys  is  statistical  validity.   CPW  estimates  the  overall  population  of  active  skiers  in  Oregon  at  about   162,000.  If  one  were  to  assume  that  the  2012  sample  was  perfectly   random  and  that  there  was  no  response  bias,  then  the  survey  would  have  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  Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  67   a  margin  of  error  of  ±3.37%  at  the  95%  confidence  level.  In  simple  terms,   this  means  that  if  a  survey  were  conducted  100  times,  the  results  would   end  up  within  ±3.37%  of  those  presented  in  this  report.     One  limitation  of  the  study’s  methodology  is  potential  for  response  bias   from  the  online  survey.  Based  on  comparisons  with  the  demographic  data   reported  by  Snowsports  Industries  of  America  and  National  Ski  Area   Association,  along  with  key  similarities  to  reports  issued  by  neighboring   industries,  the  sample  collected  for  this  study  can  be  considered   representative  of  skiers  in  Oregon.  See  Chapter  3  for  more  detailed   analysis  of  demographic  data.   Survey Development and Administration CPW  worked  closely  with  a  subcommittee  of  the  Ski  Oregon  board  and   staff  to  develop  the  survey  instrument.  The  initial  survey  instrument  was   based  on  the  1988-­‐89  survey.  Many  elements  of  the  ski  industry  changed   since  1988-­‐89,  so  the  survey  was  substantially  modified  from  the  base   survey.     CPW  then  field  tested  the  survey  on  a  small  sample  (~12)  of  individuals  to   receive  feedback  on  the  structure  and  flow  of  the  survey.  The  field  test   resulted  in  additional  refinements  to  the  survey  instrument.     The  Oregon  Skier  Survey  was  comprised  of  seven  sections,  administered   online  using  Qualtrics  software  (See  Appendix  B):     • Skier/Boarder  Characteristics   • Ski  Equipment  and  Shopping  patterns   • Trip  Characteristics   • Visit  Characteristics   • Destination  Visits   • Ski  Industry  Perceptions   • Demographics     Limitations Many  Oregon  ski  areas  were  unable  to  open  or  stay  open  for  much  of   December,  some  intermittently  closed  well  into  January.    The  result  of  this   was  that  CPW  did  not  obtain  a  sample  that  was  proportionally   representative  of  all  of  the  Oregon  ski  areas.  While  this  limits  analysis  of   the  results  at  the  individual  ski  area  level,  it  does  not  bias  the  overall   sample.   As  a  result  of  a  late  start  to  the  season,  many  destination  visitors  who   typically  visit  Oregon  Ski  Areas  on  destination  vacations  during  the  Winter   Holiday  season  were  not  representatively  sampled  in  this  study.       Page  |  68       Community  Planning  Workshop       Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  69   APPENDIX B: SURVEY INSTRUMENT   This  appendix  presents  a  copy  of  the  online  survey  instrument.  Please   note  that  the  survey  looked  considerably  different  in  the  online  version.   Much  of  the  formatting  is  lost.  Moreover,  the  survey  had  several  skip   sequences.  The  online  survey  software  does  not  display  questions  that   are  skipped  based  on  specific  responses.             Page  |  70       Community  Planning  Workshop           Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  71           Page  |  72       Community  Planning  Workshop             Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  73           Page  |  74       Community  Planning  Workshop         Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  75       Page  |  76       Community  Planning  Workshop           Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  77       Page  |  78       Community  Planning  Workshop         Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  79     Page  |  80       Community  Planning  Workshop       Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  81   APPENDIX C: ECONOMIC IMPACT METHODOLOGY AND SUMMARY OF RESULTS   ECONorthwest  used  an  expenditure  approach  within  an  input-­‐output   modeling  framework  to  measure  the  economic  impacts  or   “contributions”  of  skiing  in  Oregon.   Input-Output Modeling Framework Input-­‐output  models  are  mathematical  representations  of  the  economy   and  how  different  parts  (or  sectors)  are  linked  to  one  another.  The   strengths  of  the  input-­‐output  modeling  framework  include:   • A  double-­‐entry  accounting  framework  that  results  in  a  model   structure  that  is  well  ordered,  symmetric,  and  where,  by   definition,  inputs  must  be  equal  to  outputs;   • A  reasonably  comprehensive  picture  of  the  economic   activities  within  a  region,  with  mathematical  equations  that   describe  the  flow  of  commodities  between  producing  and   consuming  sectors,  the  flow  of  income  between  businesses   and  institutions,  and  the  trade  in  commodities  between   regions;   • Model  construction  using  secondary  source  data  that  is   gathered  and  vetted  by  government  agencies;  and   • The  ability  to  cost-­‐effectively  create  input-­‐output  or   economic  impact  models  for  any  region.   Input-­‐output  models  that  rely  on  survey  or  primary  source  data  are   expensive  to  construct  and  are  generally  not  available  for  state  and   regional  economies.  As  a  result,  special  modeling  techniques  have  been   developed  to  estimate  the  necessary  empirical  relationships  from  a   combination  of  national  technological  relationships,  and  state-­‐  and   county-­‐level  measures  of  economic  activity.  These  modeling  techniques   and  data  have  been  packaged  into  the  IMPLAN  (for  IMpact  Analysis  for   PLANning)  modeling  software.  This  is  the  modeling  system  ECONorthwest   used  in  this  analysis.   IMPLAN Economic Impact Model IMPLAN  has  been  developed  and  distributed  by  the  Minnesota  IMPLAN   Group,  Inc.,  since  1993.  Currently  there  are  over  1,500  public  and  private   users  of  the  IMPLAN  modeling  software.  The  IMPLAN  modeling  system  is   widely  used  and  well  respected.  The  United  States  Department  of   Agriculture  (USDA)  recently  recognized  the  IMPLAN  modeling  framework   as  “one  of  the  most  credible  regional  impact  models  used  for  regional   economic  impact  analysis”  and,  following  a  review  by  experts  from  seven   USDA  agencies,  selected  IMPLAN  as  its  analysis  framework  for  monitoring   Page  |  82       Community  Planning  Workshop   job  creation  associated  with  the  American  Recovery  and  Reinvestment   Act  (ARRA)  of  2009.73   In  general  terms,  the  IMPLAN  model  works  by  tracing  how  spending   associated  with  an  industry  circulates  through  an  economy  or  study  area.   That  is,  changes  in  one  sector  or  multiple  sectors  trigger  changes  in   demand  and  supply  throughout  the  economy.  Initial  changes  in  the  model   propagate  through  the  economy  via  supply-­‐  and  demand-­‐chain  linkages,   altering  the  equilibrium  quantities  of  inputs  and  outputs  and  associated   jobs,  income,  value-­‐added.  These  “multiplier  effects”  continue  until  the   initial  change  in  final  demand  leaks  out  of  the  economy  in  the  form  of   savings,  taxes,  and  imports.   In  this  analysis,  ECONorthwest  built  an  economic  impact  model  for  the   state  of  Oregon  –  where  much  of  the  spending  activity  occurs  and  where   all  of  the  ski  resorts  analyzed  in  this  report  are  located.     Economic Impact Terms and Definitions Total  economic  impacts  are  based  on  the  sum  of  direct,  indirect,  and   induced  impacts.     • Direct  impacts  consist  of  the  direct  output—i.e.,  the   proportion  of  skier  spending—that  accrues  to  Oregon   businesses,  and  the  jobs  and  income  supported  by  that   spending.     • Indirect  impacts  are  the  goods  and  services  purchased  by   businesses  that  accommodate  the  direct  spending  of  skiers.   This  spending  generates  the  first  round  of  indirect  impacts.   Suppliers  to  these  directly  affected  businesses  will  also  have   to  purchase  additional  goods  and  services.  This  spending   leads  to  additional  rounds  of  indirect  impacts.  Because  they   represent  interactions  among  businesses,  these  indirect   effects  are  often  referred  to  as  “supply-­‐chain”  impacts.   • Induced  impacts.  The  direct  and  indirect  increases  in   employment  and  income  enhance  the  overall  purchasing   power  in  the  economy,  thereby  inducing  further   consumption-­‐  and  investment-­‐  driven  stimulus.  Employees  at   the  ski  resorts,  for  example,  will  use  their  income  to  purchase   groceries  or  take  their  children  to  the  doctor.  These  induced   effects  are  often  referred  to  as  “consumption-­‐driven”   impacts.   Economic  impacts  summarize  the  changes  in  output,  personal  income,   and  employment  resulting  from  expenditures  by  skiers  in  Oregon.  The   economic  activity  attributed  to  this  spending  will  also  have  fiscal  impacts   for  state  and  local  governments.  These  impacts  will  continue  annually,                                                                                                                             73 See excerpts from an April 9, 2009 letter to MIG, Inc., from John Kort, Acting Administrator of the USDA Economic Research Service, on behalf of Secretary Vilsack, at www.implan.com.   Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  83   but  vary  based  on  amount  of  ski-­‐related  expenditures.  Economic  impact   measures  included  in  this  analysis  are:   • Output  represents  the  value  of  goods  and  services  produced,  and   is  the  broadest  measure  of  economic  activity.   • Personal  income  (or  labor  income)  consists  of  employee   compensation  and  proprietary  income,  and  is  a  subset  of  output.   o Employee  Compensation  (wages)  includes  workers’   wages  and  salaries,  as  well  as  other  benefits  such  as   health,  disability,  and  life  insurance;  retirement   payments;  and  non-­‐cash  compensation.   o Proprietary  Income  (business  income)  represents  the   payments  received  by  small-­‐business  owners  or  self-­‐ employed  workers.  Business  income  would  include,  for   example,  income  received  by  private  business  owners,   doctors,  accountants,  lawyers,  etc.   • Jobs  include  both  full-­‐  and  part-­‐time  employment.     • Fiscal  impacts  include  business  taxes  incurred  during  production;   personal  income  taxes;  social  insurance  (employer  and  employee   contributions)  taxes;  and  various  other  taxes,  fines,  licenses,  and   fees  paid  by  businesses  and  households.   Caveat The  goal  of  this  research  is  to  assess  how  skiing  contributes  to  the  state   economy.  To  do  this,  ECONorthwest  relied  on  expenditures  reported  by   respondents  to  the  University  of  Oregon’s  Skier  Survey  as  inputs  into  an   economic  model  of  Oregon.  We  then  use  economic  impact  modeling   techniques  to  measure  the  linkages  between  this  spending  and  other   industry  sectors  of  the  state  economy.  We  do  not  measure  potential   counterfactual  scenarios  that  consider  how  skiers  would  have  allocated   their  money  had  the  ski  resorts  not  have  been  present,  or  how  the  resorts   could  potentially  divert  spending  away  from  other  Oregon  businesses,  (in   economics,  this  is  referred  to  as  a  “substitution  effect”).   Summary of Economic Impacts The  following  tables  present  a  summary  of  the  economic  impacts  of  the   Oregon  ski  industry  in  a  format  similar  to  those  in  the  Travel  Oregon   studies.   Page  |  84       Community  Planning  Workshop   Table C-1. Total Direct Ski Spending, 2010-2011 Ski Season ($ millions) Source:  University  of  Oregon  Skier  Survey,  2010-­‐2011  ski  season     Table C-2. Skier Spending by Commodity Purchased, 2010-2011 Ski Season ($ millions) Source:  University  of  Oregon  Skier  Survey,  2010-­‐2011  ski  season    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  Economic  Impacts  of  the  Oregon  Ski  Industry   December  2012   Page  |  85   Table C-3. Personal Income from Skier Spending, 2010-2011 Ski Season ($ millions) Sources:  ECONorthwest  using  IMPLAN  and  skier  expenditure  data  from  the  University  of  Oregon  Skier   Survey,  2010-­‐2011  ski  season     !"#$%&$'()*+#',-.(/(0$%12+-. 3&-#4+ 0$%&-#4+ 0$%14#% 5,+*6 !"#$%&$'(,$(!7&(891&":#$+ !""#$#%&'(#)*+&)%+,##%+*-./("-* 0121 0123 0124 0125 !.'*6+-)'-.'&()$-)'6+.-".-&'(#) 0321 0127 0123 0324 8-'&(9 0332: 0124 0327 03423 ;.#<)%+'.&)*=#.'&'(#) 012> 0124 0123 0321 ?'@-.+'.&/-9 0121 0124 0123 0125 ?'@-.+()%<*'.(-* 0321 0424 0524 0A2> B#'&9+C-.*#)&9+D)"#$- 03524 0525 0>23 0752A !"#$%&$'(;.(3*.(!7&#-2 !""#$#%&'(#)*+&)%+,##%+*-./("-* 0:2> 0125 0323 0E23 !.'*6+-)'-.'&()$-)'6+.-".-&'(#) 07E23 012E 012F 0412F 8-'&(9 0342E 0323 0524 03E24 ;.#<)%+'.&)*=#.'&'(#) 0127 012A 0125 0324 ?'@-.+'.&/-9 0121 012> 012F 0327 ?'@-.+()%<*'.(-* 0121 03524 03>23 0412F B#'&9+C-.*#)&9+D)"#$- 0F12A 03A23 07421 0E32E !"#$%&$'(;.(3#2+&$*+&,$(!7&#-2 !""#$#%&'(#)*+&)%+,##%+*-./("-* 03:2F 012F 0321 03E21 !.'*6+-)'-.'&()$-)'6+.-".-&'(#) 0372F 012> 0125 0342> 8-'&(9 0332F 012E 042: 03>21 ;.#<)%+'.&)*=#.'&'(#) 0123 012> 0125 0321 ?'@-.+'.&/-9 0121 012> 012F 0321 ?'@-.+()%<*'.(-* 0121 03424 0342A 07:23 B#'&9+C-.*#)&9+D)"#$- 0532> 03>2F 03E2: 0::2A 5,+*6(!7&(!"#$%&$' !""#$#%&'(#)*+&)%+,##%+*-./("-* 07F23 0321 0725 07A2F !.'*6+-)'-.'&()$-)'6+.-".-&'(#) 0572> 032: 0323 05F25 8-'&(9 04:21 0727 0E27 05A25 ;.#<)%+'.&)*=#.'&'(#) 012E 032> 012E 0425 ?'@-.+'.&/-9 0123 0325 0323 072> ?'@-.+()%<*'.(-* 0321 0412E 04527 0>>27 B#'&9+C-.*#)&9+D)"#$- 031>2: 04A2E 05A2A 03E525 Page  |  86       Community  Planning  Workshop   Table C-4. Jobs from Skier Spending, 2010-2011 Ski Season Sources:  ECONorthwest  using  IMPLAN  and  skier  expenditure  data  from  the  University  of  Oregon  Skier   Survey,  2010-­‐2011  ski  season   Table C-5. Total State and Local Tax and Fee Revenues from Skier Spending, 2010-2011 Ski Season ($ millions) Sources:  ECONorthwest  using  IMPLAN  and  skier  expenditure  data  from  the  University  of  Oregon  Skier   Survey,  2010-­‐2011  ski  season  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                         Economic  Impacts  of  the  Oregon  Ski  Industry   October  2012   Page  |  87   APPENDIX E: TRANSCRIPT OF SURVEY COMMENTS   This  appendix  presents  a  transcript  of  comments  written  by  survey  respondents  on  selected   survey  questions.  The  comments  are  presented  verbatim  without  edits.   Where  do  you  prefer  to  purchase  your  lift  tickets  (other)?   • UO  Outdoor  Program   • Through  employer   • web   • Annual  Ski  Show   • Nike   • Ski  show   • sales  office   • COSTCO   • I  would  do  on-­‐line  if  it  were  an  option   • Costco   • at  the  ski  show   • ski  club   • Nike   • Employee   • Portland  ski  show   • Where  the  best  deal  is   • At  work   • friends   • work   • in  town  preseason   • realtor   • Corporate   • costco   • Ski  show   • Wherever  it  is  cheapest   • ski  and  snow  show   • REI   • Ski  Show   • wherever  I  can  get  discount  tix   • Ski  fair   • Nike   • Not  applicable   • liftopia   • Winter  ecpo   • In  Town  office   • Property  Mgmt  co.   • Pre  season  sales   • Local  Ski  Shop   • peak  sports   • cheapest  location   • ski  show   • ski  show   • Resort  Office   • Company  discount   • ski  and  snowboard  show   What  media  has  the  most  influence  on  your  winter  sports  equipment  buying  decision(s)?   • broken/worn  equipment   • Friend  recommendations   • Demo  at  Mtn   • I  want  what  I  want  for  a  good  deal.   • Sports  store  websites   • word  of  mouth   • none   • Demo   • reviews  from  friends   • Just  go  in   • friends   • Friend  Recommendation   • Industry  friends/reps   • Friend  recommendations   • Plain  old  research   • Coach   • demos   • Ski  Shop  Advice   • ski  expo   • tele  web  sites   • Clothing:  catalogs   • Friends   • Friends  in  the  know   • web  reviews   • none   • ski  shop   Page  |  88     Community  Planning  Workshop   • Feel   • Location   • Weather   • none   • demos   • nothing   • Web  search   • Research   • sales  folks   • none   • None  pos   • testing  equipment  myself   • Rental  of  equipment  before  purchase   • trip  to  the  mainland  no  ski  equipment   to  purchase  in  Hawaii   • Ski  forums   • sales   • Demo  days   • Friends   • I  do  a  lot  of  web  surfing   • proximity  of  store  to  work   • local  ski  swaps   • ski  mag   • Necesity   • None  of  the  above   • experience  with  the  product   • online  reviews  at  retailer  websites   • Referral   • New  schoolers   • Youtube   • Family   • rental  experience   • Ski  Shop  Personnel   • Ski  instructors   • Web  Reviews   • Free  Demos   Which  list/alert/app  do  you  find  most  influential?   • ski  tracks   • Powderwhore   • Warren  Miller   • telemarktips.com   • none   • steepandcheap.com   • the  one  I  opt  in  to   • too  many   • Facebook   • e-­‐mail  updates;  newsletters;  alerts   directly  from  the  individual  mountain   resorts  (e.g.  Schweitzer  in  Idaho  is   great)   • Ski  Report  (app)   • Twitter   • Weather   • clymb   • skihood   • Liftopia  email  alerts   • ski.com   • REI   • skiing   • SNow  report   • Ski  Reports   • REI   • n/a   • NA   • tramdock   • REI  SNOW  REPORT   • Meadows  Ski  report   • Ski  report  app   • Info  coming  to  email   • timberlinenewsletter,meadows   newsletter,  skibowlnewletter   • Snowalert  email   • email   • Timberline  emails   • steepandcheap.com   • Mount  Hood  Meadows   • Meadows  snow  report   • snow-­‐report.com   • ski  report   • Retailer  mail  lists   • Free  skier  mag   • Steep  and  Cheap   • theclymb.com   • The  Clymb   • snow-­‐forecast.com   • snow  report   • Meadows,  liftopia   • Ski  report  all   • epic                                Economic  Impacts  of  the  Oregon  Ski  Industry   October  2012   Page  |  89   • Oregon  ski   • e-­‐mail   • steep  and  cheep   • snow  conditions   • Ski  Magazine   • Skiing   • whiskeymilitia.com   • Liftopia   • On  line  reviews   • vendor  websites   • Snow  Report   • REI  App   • skitiger   • none   • REI  snow  report   • weather  alert,  noaa   • ski  report   • Next  Adventure   • HOODOO   • EVO1   • NOAA  web  site,  local  telemetry,  ski  area   web  sites.    Most  are  quite  poor  and  not   optimized  for  iOS.  Meadows  Tweets  are   great,  but  Timberline's  are  very  poor.   • Twitter   • The  Clymb   • N/A   • Skimag   • Psia   • Mt  Hood  Meadows  email  newsletter   • theclymb.com   • pop  up   • @MtBachelor  Twitter  /  SkiReport  app   • The  house   • powder   • REI   • Hoodoo  emails   • Email   • Hoodoo,  Bachelor   • Snow  report   • none   • emails   • email  direct  from  vendor/Mtn.   • Facebook   • I  think  I  only  get  one  from  Hoodoo.   • Sales   • TransWorld   • na   • facebook  updates  about  conditions   • Hoodoo  mailing  list   • cleansnipe.com   • Hoodoo   • "Ski  Report"  app  on  my  ipod   • ski  magazine   • I  don't  know   • NONE   • NA   • Ski  Report   • rei   • ski  area  sent  alerts   • Backcountry.com  blog   • Ski  tracks   • reigearmail   • Mounthood  Meadows  alerts   • Hoodoo  email  list   • Steep  &  Cheap   • On  the  snow   • Timberline  newsletter   • Lift  Ticket   • Twitter   • sierratradingpost   • REI   • Hood  River  Meadows  email  newsletter   • Email   • resortfacebook  posting   • Evo's  deal  alert  emails   • Facebook   • ski  report   • ski  fever   • ski  report   • snow  conditions   • Snow  reports   • snowboarding  magazine   • ski  center  alerts   • quality  website   • email   • Backcountry,  earn  your  turns,   telemarkskier  ,facebook   • weather.com   • facebook  updates   • Mthood  meadows   • email   • REI   • REI   Page  |  90     Community  Planning  Workshop   • marmot.com   • Hoodoo  stuff   • email   • Twitter   • Hoodoo's  email  alert   • ski  report   • email   • email   • Fasterskier,  SkiTrax  and  other  industry   faceBook  sites   • rei   • Power  Tracker   • hoodoo   • tv   • SnowReport   • REI   • columbia   • Hoodoo  and  Mt.  Bachelor  Facebook   pages   • Snow  report   • play  it  again  sports   • Individual  stores  emails  such  as  rei,   skjersaa's   • Snow  report   • ski  area  updates   • facebook  notifications   • Steep  and  Cheap,  Telemarker   • Sno-­‐Forecast   • My  iphone  has  just  died  so  I  cannot  look   to  see  the  name,  sorry   • Columbia  Sportsware  Ads   • you  tube   • N/A   • REI   • media   • WEATHER   • The  Meadows  Website   • deal  alerts   • Meadows  snow  report/blog   • ccs   • Ski  Tiger   • Mt  hood  meadows  email   • None   • ski  militia   • Snowboard  magazine  app   • REImail   • twitter1   • Skibowl's  email  list;  Twitter   • Ski  swap   • ski  report   • newspaper  and  radio   • Meadows  email   • powder  alerts   • the  snow  report,  itravelmap   • Timberline  Lodge  alerts   • email   • Hoodoo   • snow  level  on  mountain   • REI   • On  the  Snow   • Dogfunk   • ski  magazine   • wildsnow.com   • skis.com,  levelnine   • Timberline  e  mail   • None   • Ski  Magazine,  Ski  areas'  email  lists,  Ski   Shop  email  lists  (such  as  the  Mountain   Shop,  Next  Adventure,...)   • ?   • Next  Adventure   • Warren  Miller  Enterprises   • Timberline  newsletter   • 0   • n/a   • Sale  alerts   • The  North  face  snow  report   • 4   • Meadows  daily  snow  report   • rei  emails   • e  mail   • Mtn.  High  Snowsport  club  emails   • nw  boarders   • ski  area  alerts   • level  nine  sports   • weather   • PSIA  Website  and  snow  sport  Instructor   • the  Meadows  and  Timberline  e-­‐ newsletters   • noaa   • end  of  season  sales  alerts   • Email   • Powder.com   • weather  app                                Economic  Impacts  of  the  Oregon  Ski  Industry   October  2012   Page  |  91   • Ski  Oregon   • FAcebook   • Snotel   • Colorado  Ski  Country  USA   • clock  on  my  iphone?   • North  side  ski  app   • Berg's   • The  Northface  Snow  Report   • iski   • Timberline  Newsletter   • ski  reports   • the  mountain  conditions   • National  Ski  Patrol   • Mt.  Bachelor  Conditions   • Ski  report  app   • Facebook   • Gearscan.com   • Wildsnow.com   • DEAL  ALERT  EMAIL   • Mt  Bachelor  e-­‐mail   • Mt  Bachelor  reports   • none   • emails  from  mt  bachelor   • evo.com  buyer  reviews   • Backcountry,  REI   • Tgr,  evo   • twitter  and  facebook   • Mt  Bachelor  Email   • Facebook   • Mt  Bachelor  Emails   • na   • Snow  Report   • Mt.Bachelor.com   • promotive.  leftlane   • Facebook  subscriptions   • The  Clymb   • Ski  Report   • on  the  snow   • sierra  trading  post  alerts   • newschoolers   • Mt.  Hood  Meadows  E-­‐Newsletter   • THE  NORTH  FACE   • Ski  Magazine   • Whiskey  malitia   • Facebook   • Tramdock   • REI   • Mt  Bachelor  web  &facebook   • Mt  Bachelor  report   • rei   • Email  list.1   • Rei   • Various  snow  report  apps.   • emails  from  REI   • facebook   • mt.  bachelor  alerts   • n/a   • REI   • freeskier   • evo.com   • Sliding  on  the  cheap   • none   • snow  report   • mtbatchelor   • email  from  REI  or  Hillcrest   • on  the  snow   • ski  club  newsletter   • BackCountry   • Ski  Trax   • Mt  Hood  Ski  Patrol   • none  -­‐  weather   • Weather   • Ski  Idaho   • email   • skioregon.org   • google  searching   • email   • Mt.  Hood  Meadows  weekly  email   • n/a   • na   How  do  you  get  information  on  current  snow/road  conditions?  (Other)   • trip  check   • avalanche  forecast   • iPad   • NWAC  Telemetry   • NOAA   • app   • NOAA   • iphone  app   Page  |  92     Community  Planning  Workshop   • weather.com   • NOAA   • Website   • online   • Facebook   • friends  living  at  ski  hill   • Employees   • app   • AVID  SKIERS   • Twitter   • Apps/Twitter   • app   • Trip  check   • ktvz.com/weather   • Friends  already  there   • App   • apps   • Facebook   • Snowtels  on  web   • Northwest  Area  Avalance  Control.   • NOAA   • Facebook   • internet   • iPhone  app   • noaa   • Stick  my  head  out  the  window  and  see   • ski  report  app   • app   • tripcheck   • iphone  app   • weather  app  on  smartphone   • Twitter   • family   • Social  Media   • Facebook   • ski  report  app   • phone  app   • twitter   • Department  of  Transportation  website   • app   • Friends   • ski  app  for  andriod   • Facebook   • NOAA   • online   • Ski  Report  app   • Facebook   • noaa   • Friends   • I  really  don't  care   • Twitter   • phone  apps   • computer   • ODOT  web  site   • Online  forecasts   • tripcheck.org   • Snotel   • Phone  app   • Online   • I  phone   • On-­‐LIne  Trip  Check   • Facebook   • facebook   • Facebook   • twitter   • skitiger.com   • NOAA   • Facebook   • IPhone  App   • NOAA   • noaa   • IPhone  apps   • NOAA   • NOAA  radio   • Avalanche  reports   • friend   • iPhone  App   • None   • Facebook     What  mode  of  transportation  do  you  normally  use  to  get  to  the  mountain  to  go  skiing/riding?  (Select   only  one)  (Other)   • Mini  Van   • hitch  hike   • TRUCK   • truck                                Economic  Impacts  of  the  Oregon  Ski  Industry   October  2012   Page  |  93   • Suv   • 4X4  truck   • truck/toyota   • truck   • SUV   • greasebus   • truck  4x4   • suv   • truck   • airplane   • 4x4   • Truck   • truck   • airplane  and  car   • Fly   • truck   The  following  question  is  asking  about  your  most  recent  ski  vacation  in  Oregon.  Was  the  primary   purpose  of  the  trip  to  participate  in  snowsports?  If  No,  please  indicate  what  the  primary  purpose  of   your  trip  was.   • vacation   • new  years  eve   • visit  family   • vacation   • Thanksgiving  family  gathering   • Family   • visit  family   • Fellowship  with  ladies  from  church  and   biking  through  trails  in  Sunriver   • visiting  friends   • Family  and  ski   • Christmas  celebration  combined  with   skiing   • Visit  family   • thanks  giving.  Mine  was  skiing   • Wedding   • Family  vacation  (and  snowsports)   • Vacation   Please  check  the  following  activities  you  participated  in  while  on  your  ski  vacation.  (Check  all  that   apply)  (Other)   • Skiing/Climbing    Mt.  Hood   • dogsled   • skiing   • fishing   • Downhill  skiing   • hiking   • Dining  out,  but  not  $$$$   • TrikkeSkki   • skiing   • downhill  skiing   • Bend  Winter   • SKIBIKING!   • Biking  &  Hiking   • downhill  skiing   • Play  (Theatrical)   • visiting   • ski  biking   • Brew  Pub  Dining   • Fireworks   • Dog  Sledding   • snowboarding   • art  gallery   • skiing/eating   • skiing   Do  you  plan  to  take  future  destination  ski  vacations  in  Oregon?  If  No,  why  not?   • live  here   • Living  here   • we  own  at  collins  lake   • I  live  30  minutes  from  mt  bachelor   • Everything  is  getting  too  expensive.       Page  |  94     Community  Planning  Workshop   What  could  make  Oregon  a  more  attractive  ski  destination?   • Less  rain,  lighter  snow   • For  Willamette  Pass,  they  could  put  in  a  snow  board  park.   • Better  snow,  better  resort  terrain,  and  more  predictable  weather  patterns.       • Oregon  has  some  great  skiing  but  it  takes  a  lot  more  commitment  to  get  to  the  destinations  and   too  often  I  find  myself  trying  to  figure  out  a  plan  C  or  D  to  deal  with  what  wasn't   advertised/forecasted.   • More  lodging  and  night  life  available  closer  to  the  ski  resorts   • Colder   • Rates  for  locals,  more  ski  and  stay  packages,  multi-­‐area  ski  pass  (beyond  Fusion)   • I  think  Oregon  would  be  a  better  ski  destination  if  we  could  some  how  /  some  way  connect  the   ski  areas  to  the  lodging  entities  and  the  lodging  entities  to  the  airports.    If  people  could  fly  into   Portland,  Redmond,  or  Eugene,  and  get  to  their  lodging  ...  ad  then  onto  the  mountains,  more   people  might  be  interested  in  coming  to  our  ski  resorts  for  destination  visits.   • More  challenging  terrain   • Better  transportation  to  the  ski  slopes   • A  Gondola  or  sky  bus  that  connects  Govy  to  skibowl  to  timberline  to  mt  hood  meadows  and  a   pass  that  covers  all  3   • Ski  in/out  villages  where  you  can  stay  at  the  actual  mountain  (no  driving  necessary)  and  ski  to   your  lodging  and  walk  to  the  town  (similar  to  Whistler  or  many  places  in  Colorado).   • Better  snow  conditions.  more  coupons  or  promotions.   • More  ski/lodging  deals  which  include  all  ski  resorts  on  Mt.  Hood   • Updated  newer  resorts.   • AFFORDABLE  LIFT  TICKETS!  Skiing  used  to  be  fun  and  affordable.  Now  it's  out  of  control.  I  only   ski  when  I  find  deals.   • Better  deals  on  hotel  and  mt  lift  tickets.    During  my  last  stay  at  Seventh  Mt.  Resort  in  Bend  it   was  $89  per  person  per  day  and  it  included  a  lift  ticket  to  the  mt.    That  was  an  unbeatable  deal.     The  only  reason  I  did  not  go  back  again  this  year  was  they  o  longer  have  that  amazing  deal.     Skiing  can  be  very  expensive  and  to  get  the  most  people  to  go  it  has  to  be  more  economical.   • Less  traffic  on  Hwy  26   • More  public  transportation   • good  restaurants   • Fluffy  snow   • Better  weather  and  bigger  ski  areas  with  more  challenging  terrain.    Good  luck  with  that!     Slopeside  accomodations  would  help  but  we  locals  wouldn’t  want  to  see  it  destroy  the  public   land.   • Cheaper  lift  tickets,  more  night  skiing,  closer  lodging   • Sunshine!  ...and  lighter  snow   • lower  cost  of  fuel  and  lifts   • sightseeing   • Better  lodge  at  meadows.   • The  only  thing  that  would  make  it  perfect  is  predictable  weather  with  light  powder  snow-­‐-­‐but   that's  not  within  our  control.   • motels  closer  to  mountain   • It's  the  best  of  the  best  coming  from  an  Olympian!                                Economic  Impacts  of  the  Oregon  Ski  Industry   October  2012   Page  |  95   • I  love  Oregon  and  am  excited  to  check  out  ski  destinations  further  afar.    Next  trip  is  Anthony   Lakes.   • It  would  be  great  if  the  lodges  that  are  at  the  resorts  would  accommodate  the  amount  of  people   that  are  their  on  the  weekends  and  holidays.    It  is  way  too  crowded  and  difficult  finding  places   to  sit.    Maybe  having  more  lodging  options  near  Mt.  Hood  Meadows  that  are  affordable.    Keep   up  the  packages  for  children  and  adults  skiing.    It  is  very  costly,  but  when  the  resorts  have  deals   it  makes  it  more  attractive  to  go.   • Cheaper  lodging,  more  proffesional  customer  service,  larger  lodges   • It  is  already  a  great  place  to  ski.  Mt  Bachelor  has  wonderful  long,  wide  groomed  runs.  (The   weather  was  great  and  the  visibility  also.)  I  would  like  it  if  Mt  Hood  Meadows  would  have  more   and  wider  groomed  runs  especially  on  weekdays.   • Better  conditions  for  longer  (I  know  there's  not  much  we  can  do  about  that)   • Better  climate   • affordable  lodging  for  family  closer  to  the  ski  resorts.   • Longer  runs  on  the  mountains.  Better  accommodation  facilities  -­‐-­‐  especially  in  the  Mt.  Hood   area  -­‐-­‐  closer  to  the  mountain.  More  places  to  stay  over  in  Govt.  Camp  and  an  overnight  place  at   Meadows.   • Better  traffic/roads.   • Cheaper  Senior  rates   • Better  highways  to  the  resorts.  (more  highway),    Better  food  at  the  mountain,  less  expensive,     More  parking  and  buses  to  the  resort  doors.    I  don't  think  you  can  do  much  about  Mother   Nature   • Resorts  on  the  mountain!    Timberline  is  the  only  opportunity  Oregonians  have  to  be  able  to  ski   in  and  ski  out.    If  there  were  lodging  at  other  Oregon  destinations  many  riders  would  simply  stay   on  the  mountain  rather  than  add  to  the  congestion  traveling  on  and  off  every  day!   • Lower  lift  ticket  and  ski  lesson  prices.   • ski  in  ski  out  lodging   • Groom  more  black  diamonds  at  Mt  Ashland.   • Greater  availability  of  ski  lift  deals,  e.g.  buy  5  passes  and  use  them  any  time  during  the  season.   • Provide  better  food  at  lower  cost  on  the  mountain.    Tired  of  paying  $10.00  for  a  burger  you   could  buy  at  Macdonalds  for  $2.50.   • i  love  it  here!  This  is  my  home!   • More  Package  deals   • We  ski  Timberline  during  summer  holidays,  so  deals  on  multi-­‐day  lift  tickets  would  be  great!   Also  ski  hills  here  in  British  Columbia  have  recipricol  passholder  deals  and  passholders  at  Big   White  Ski  Resort  here  in  British  Columbia  (our  home  resort)  have  agreements  with  several   resorts  in  Washington  state  giving  passholders  a  25%  off  deal  on  lift  tickets.  We  love  Timberline,   and  would  ski  there  anyways,  but  a  discounted  lift  ticket  is  always  appreciated!!!!!!!!!   • better  snow  conditions,  MORE  POWDER!!!  BETTER  GROOMING   • DECREASE  lift  ticket  price!!!!!   • Colder  temperatures   • More  on  the  mountain  accommodations  similar  to  Timberline  Lodge   • Better  parking  in  Government  Camp.    Get  the  gondola  to  Ski  Bowl  and  Timberline  built.    I  avoid   Meadows  because  of  the  parking  and  all  the  accidents  on  Hwy  35.    Too  much  hassle  at   Meadows  if  you  don't  arrive  by  8:30am.    Create  a  DECENT  iOS  app  that  include  push   notifications  for  traffic  incidents,  weather,  web  cams,  accurate  weather  reports,  etc.    Meadows'   Tweets  are  great,  but  the  other  on  Mt.  Hood  are  lacking.   • Cheaper  fuel  prices  and  cheaper  lift  ticket  prices   Page  |  96     Community  Planning  Workshop   • Family  packages  of  ski  lift  tickets,  kid's  lessons  &  food/drink   • ski  in  lodging!   • Nothing,  I  feel  it  is  the  best.   • Smaller  crowds  on  holidays.  More  brewpubs.  Good  workout  facilities  &  other  athletic  options  in   case  the  weather's  bad.   • I  love  Oregon!   • closer  lodging  to  the  slopes   • More  resorts  and  more  lodging  at  more  ski  places.   • More  "cross  passes"  between  areas.  Mt.  Hood  areas  have  "fusion"  etc.  -­‐-­‐  it'd  be  great  to  have  a   state-­‐wide  option!   • Better  lift  ticket  pricing.   • More  Sunshine   • Better  powder.   • If  Mt  Bachelor  executives  kept  the  customers'  needs  or  wants  in  mind  when  making  an   operational  decision.  Have  none  of  them  actually  been  customers  at  other  ski  areas  any  time  in   their  lives???   • Oregon-­‐local  discounts  via  packages  that  range  from  day  trips  to  weekend  and  week-­‐long  trips   (i.e.  food  discounts  when  purchase  day  pass,  lodging  discounts  when  purchasing  more  than  one   day  pass,  etc.)     • Discounts  for  being  an  Oregon  state  pass  holder  at  mountains  other  than  my  usual  one.  Thinking   of  spending  more  money  to  ski,  when  we  own  passes,  restricts  us  from  traveling  to  other   mountains  as  much  as  we  like  to.     • Mt.  Bachelor  being  managed  better.  The  quantity  of  disgruntled  locals  is  the  worst  've  seen  it,   and  I've  been  a  pass  holder  for  a  decade.  It  makes  us  more  eager  to  ski  Willamette  and  HooDoo   since  we  won't  be  getting  Bachelor  passes  next  year.   • Better  snow  and  weather   • Better  terrain  at  small  resorts     • Public  transportation   • more  snow,  lower  prices,  cheaper  gas,  tubing  parks  at  all  locations   • Kids  ski  free  to  say  age  10  or  12.  We've  cut  our  ski  days  in  half  since  Hoodoo  lowered  it's  age  for   cheeper/free  kids  tickets.  We  ski  out  of  state  and  kids  still  ski  free.  Since  we  pay  for  both  kids  to   ski  now  we  have  stopped  eating  at  the  lodge  and  ski  lessons.   • Cheaper  lift  tickets  for  Oregon  residents.   • All  inclusive  lodging/lift  packages   • high  speed  lifts  at  SkiBowl,      more  frequent  shuttle  service  between  Govy  and  Timberline   • Cheaper!   • ski  in  out  lodging   • More  snow?   • Nothing...it  is  wonderful.   • Better  advertising  of  the  smaller  areas,  like  Anthony  Lakes,  or  Willamette  Pass  and  the  like.   • Great  terrain  but  almost  no  knows  about  them  unless  you  are  here  already.   • Closer  lodging  to  destination  (i.e.  Hoodoo  and  Willamette  Pass)   • lodging  closer  to  the  resort   • Less  expensive  place  to  lodge.   • More  package  deals   • Cheaper  lift  tickets                                Economic  Impacts  of  the  Oregon  Ski  Industry   October  2012   Page  |  97   • Lift  tickets  need  to  be  more  affordable  for  the  average  college  student.  Ticket  prices  are   becoming  unreasonable.   • More  resorts  allowing  skibikes,  Mt.  Hood  resorts  allowing  skibikes  though  I  do  a  lot  of   backcountry  riding  on  Hood   • Fine  dining,  good  shopping,  and  sweet  brew  pubs.   • more  lifts     • better  lodging   • I  am  not  sure  there  is  anything.   • better  deals   • Hard  to  say.  Possibly  bigger  entertainment  and  events  at  the  mountains.   • It  is  home  and  probably  the  only  place  that  I  am  likely  to  go  to  ski  for  now.   • More  resorts  on  hood   • better  weather  for  powder  show   • better  food.  longer  season   • Slopeside  lodging   • I  don't  think  there  is  any  way  Oregon  could  be  a  more  attractive  ski  destination!   • Less  expensive  lift  tickets.  Drier  conditions   • Mt  Bachelor  needs  a  consistent  rate  -­‐  the  color  system  is  nuts  and  frustrating  when  it  drops   during  a  bad  day  when  you  already  paid  full  price.   • Ski  Bowl  could  really  use  a  triple  chair  so  one  parent  with  two  kids  can  safely  handle  them  on   the  lifts.   • I've  loved  the  night  and  spring  pass  deals  for  local  mountains.    A  Fusion  Night  pass  to  timberline   and  SkiBowl  would  ROCK!    A  BOGO  once  in  a  while  for  Mt.  Bachelor  would  make  me  come   frequently.    They  didn't  even  participate  in  Shell  this  year  -­‐  with  two  kids  I  can  only  afford  to  ski   one  day  a  week  so  the  ski  free  deal  disappointed  me.   • Cheaper  lift  tickets   • Nothing,  I  enjoyed  everyday  at  the  lodge  and  in  the  city  of  Ashland.  Everything  was  more  than   our  expectations  and  everyone  especially  on  the  mountain  were  very  polite  and  helpful   • Drier  snow,  more  up-­‐scale  lodging  options  near  the  slopes   • Faster  chair  lifts.  Better  plowed  roads   • More  ski  resorts  with  a  hotel  next  to  the  ski  runs   • Volcanic  eruption  creating  a  new  ski  area  with  4,000'  vertical.    OR  has  great  ski  options,  but  for   the  big  stuff  one  has  to  travel  out  of  state.    Also  some  areas,  such  as  UT  or  CO,  work  better  when   meeting  family  or  friends  who  are  located  around  the  country.    SLC  is  probably  the  best  for   flying  in  and  having  numerous  ski  options.   • Cheaper  lift  access.....  More  days  cheaper  lift  rates   • Better  lift  ticket  deals/kids  ski  free  passes  on  Mt.  Hood.   • easier  access  to  mt  hood  from  Portland   • I  can  find  fault  with  any  of  the  places  I've  been  in  Oregon.  Each  is  different,  which  is  nice.   Perhaps  if  you  emphasized  spring  skiing  more.  My  wife  and  I  have  not  had  good  experiences  on   the  mountain  with  either  snow  conditions  or  weather  during  the  winter.  Our  best  times  have   been  during  the  Spring  the  past  few  years   • More  parks  and  bigger  terrain  parks   • Ski-­‐in  /  ski-­‐out  lodging,  ...  or  at  least  lodging  within  walking  distance  of  the  lifts.    Ski  areas  in   British  Columbia  have  it  right.  See  Apex,  Silver  Star,  Big  White,  Sun  Peaks,  Panorama,  Kimberley,   Kicking  Horse,  Revelstoke,  etc.    Many  of  them  even  have$20  per  bed  hostel  lodging  that  is   almost  ski-­‐in/ski-­‐out.   Page  |  98     Community  Planning  Workshop   • Better  transportation  from  Portland  metro  area  to  Mt.  Hood  and  Bachelor   • Nothing.  It  is  already  an  attractive  destination.   • Environmental  sustainability  efforts   • Better  weather.   • steep  and  deep,  good  food  and  good  beer  and  free  for  kids   • Better  snow   • Better  transportation  from  off  mountain  lodging  to  the  mountain.    Buses  from  Bend  are  often   over  crowded  and  no  longer  stop  at  some  of  the  lodging.   • cheaper  lift  tickets  for  Oregon  residents   more  events  for  cheaper  ski  tickets  (rotary  ski  day,  Make  a  hero,  Mt  b's  $25  charity  tix,  Warren   Miller  deals)   • better  snow  conditions   • Better  Package  deals  including  lifts  and  lodging.   • On  slope  lodging   • Perhaps,  better  advertisement  in  national  media.  Oregon  skiing  is  under-­‐advertised  as   compared  to  some  other  West  coast  resorts.  Even  my  friends  in  Seattle  have  no  clue  about   skiing  in  Oregon.   • Lodging  at  the  ski  resorts   • lift  ticket  prices  are  outrageous  for  the  quality  of  mtn/snow/terrain  we  have  in  Oregon.   compared  to  nearby  location.   • Online  deals,  discounts,  or  coupons   • Not  much  -­‐it's  just  a  long  drive  for  us!   • We  love  visiting  central  Oregon  in  all  seasons.    The  only  thing  that  would  make  it  more  attractive   is  beyond  our  control:    good  weather  on  the  mountain!    We  appreciate  all  the  skiing  specials   offered  by  Mt  Bachelor,  like  the  spring  specials  and  online  discounts  for  pre-­‐purchasing  lift   tickets.   • Better  cell  phone  service,  especially  with  AT  &T   • Better  weather  during  Christmas  break  :)   • Sitting  area  with  a  fireplace,   • Nothing  its  amazing   • More  advertisement  for  resorts  in  travel  guides,  it  just  needs  to  be  more  known  outside  of   Oregon  that  we  have  some  potentially  awesome  ski  days  at  great  resorts   • Dining  options  that  are  good,  not  too  spendy   • MORE  SPECIAL  OFFER'S  OR  FAMILY  DISCOUNTS.   • Cheaper  lift  tickets  and  food   • More  customer  friendly  operations  of  resort.   • Better  services.   • Better  lift  operations.   • Improved  lifts.   • Closer  lodging  to  mt  bachelor   • Move  it  closer  to  Washington  :)   • Better  lift  ticket  deals  -­‐-­‐  e.g.  discount  ticket  packs  good  for  any  person  any  day  of  the  season.  I   would  buy  5-­‐10  days  for  Ski  Bowl  and  10  -­‐  20  days  for  Bachelor  in  addition  to  my  Willamette   Pass  season  pass.     • Deals  on  lift  tickets  and  lodging.                                Economic  Impacts  of  the  Oregon  Ski  Industry   October  2012   Page  |  99   • Oregon  is  already  a  great  ski  destination  for  all  who  choose  to  come  here.  We  have  what  folks   need.  The  snow  comes  as  it  will  and  the  weather  causes  it  to  be  wet  or  dry.  We  are  not  in   control.  Just  come  and  enjoy.  :  )   • lodging  at  the  resort,  more  terrain  available  (Bachelor-­‐-­‐if  they  ran  all  their  chairs  on  a  more   regular  basis)   • nothing-­‐  everything  is  perfect!   • Easier  to  get  to   • Fluffier  snow  conditions!   • More  events  at  the  resorts   • Fewer  tourists.  I  don't  want  more  people,  more  traffic  and  longer  lines,  thank  you.   • Bachelor  could  open  the  carpet  up  to  general  public  so  I  could  take  my  2  year  old  skiing  there.   Otherwise  I  think  snow  conditions  are  a  huge  thing  that  is  sort  of  unpredictable.  We  like   Sunriver  because  it  is  a  good  long  weekend  trip  and  is  really  family  friendly.  We  do  have  a   budget  and  aren't  looking  for  frills  so  any  place  that  is  nice  and  caters  well  to  families  with  small   children  is  good  for  us.   • Update  day  lodges,  more  ski  terrain,  longer  ski  runs